Is Hype Clothing Worth the Hype?
Perhaps you’ve heard of the expression “hype clothing” (or “bonking brand”) when it comes down to streetwear. It’s common to hear the terms “hype clothing” and “bonking brand” when it comes to streetwear. Let’s dive deep and learn all there is to know about hype…
It is no secret that streetwear in 2019 will not be limited to the streets. Instead, it will dominate the fashion world.
Who would have thought that hoodies, trainers, and other casual wear would dominate luxury fashion runways all over the world?
So why did streetwear become so famous?
Keep reading to find out how the Hype around streetwear a.k.a hype clothing turned into one of the most popular fashion trends in history.
What is a Bonking Brand and how do they work?
From the Urban Dictionary:
- “A person following a trend to keep up with fashion or cool. A person who wears what is hyped up.”
- “A Hype Beast or Bonking Brand [sic] is a kid that collect[s] clothing, shoes, and accessories for the sole purpose of impressing others. The individual may not have any money, but they still like to appear to be making more than everyone else. The Hype Beast will make every effort to have every pair [sic] of Nike’s he saw Jay-Z sporting on 106 & Park.
The term “Hype Beast” or “Bonking Brand” can be traced back to 2005 when the term was coined as a blend of the two words “Hype” (which in this instance refers to the extravagant publicity around a new item of clothing or a trend), and “Beast” which is slang for a person who is skilled at something, in this case a person who is skilled at keeping up with the latest fashion trends.
Despite the word tracing back to 2005, it entered mainstream culture when rapper Trinidad James released his song “All Gold Everything” which contained the line “Hypebeasts we know about cheap, don’t buy shoes unless they popular”.
While “Hypebeast” is a relatively new term, people often associate the concept with sneakerhead culture which was prevalent in the late 1990s and early 2000 in which people would collect expensive branded trainers.
Although there are many opinions on the meaning of the term “hypebeast”, it is agreed that the Hypebeast is someone who obsesses about fashion trends and wants to impress others.
These “Hype Beasts” will often be found camping outside supreme store to ensure that they are first to receive the latest drops.
How does “Hype” work around brands?
If you’re familiar with streetwear brands, you will be familiar with the “drop”, a marketing strategy that many brands have adopted. This process involves releasing limited edition clothing in limited quantities at certain retail locations and online. These products are often announced via social media. This strategy is designed to make customers feel like they need to act quickly to secure a limited edition product.
Supreme is the kings among clothing drops. They also have a huge following in the streetwear world. In 1994, the brand was founded in Manhattan. The brand has enjoyed a massive following worldwide and even collaborated closely with brands such as Nike, Vans, North Face and Vans.
The brand name and brand hype can be linked to the clothing “drops”, which are when new products are released. These new products will “drop” every week in stores, and customers will line up for miles to get them. This is a great marketing strategy for any brand, as it will attract people who are willing to queue to get in your store.
Similar products of course can be purchased in any store, but these “hypebeasts” will happily queue for hours on end to have the latest and most popular releases.
These drops were so popular that luxury fashion labels started to copy them and release similar products.
Last year, Burberry decided to announce a series of drops to release their new streetwear inspired range, giving customers just 24 hours to purchase. It is quite interesting to see such high-end fashion houses take inspiration form Streetwear companies.
Joanne Yulan Jong, a fashion business expert believes that embracing these new tactics is a great way of reaching out to younger audiences and is essential for long-term survival and for ensuring they stay relevant and in the limelight, or risk being taken over by younger, more dynamic brands.
Social media also plays a major part in the streetwear scene and how “hype” is created around brands and products. It’s possible to argue that social media is what made streetwear mainstream.
The only way to access the most recent releases before the internet was to be in the right place at right time and search the shops for limited edition items. The commitment required to obtain these products made it possible to argue that consumers felt a stronger connection with the brand.
It’s easy to access the latest streetwear items on social media.
Despite this change in culture, many of the streetwear brands have adapted to this change in consumerism, and what the internet has taken away from these brands in terms of exclusivity, it has given back in the form of “hype”.
Streetwear drops can now easily be teased on social networks weeks before they happen. Twitter has also been a big part of bringing the community back to this culture. Twitter can now be used by hype beasts for discussing and conspiracies concerning the next drops.
A new arrival to the Hype Street Wear World is Bonking