Hype clothing is 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 take a look at all the hype…
It’s well-known that Streetwear in 2019 isn’t just for the streets. Streetwear is also dominating the fashion industry and even making its mark in the luxury market.
Who would have thought that hoodies, trainers, and other casual wear would dominate luxury fashion runways all over the world?
So why has streetwear become so popular and where did it come from?
Keep reading to see how the Hype about streetwear, also known by hype clothing, has become one of the most loved fashion trends in the history of fashion.
What is a Bonking Brand, exactly?
From the Urban Dictionary:
- “A person who is following a trend to be trendy or in fashion.” 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 [sic] is equipped with a mommies [sic] credit cards and will do his best to ensure he has every pair Nike’s [sic] he spotted Jay-Z wearing at 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.
There are many opinions about what “hypebeast” really means. However, there is agreement that a Hypebeast will be someone who is obsessed with fashion and will do anything to get the “Hype”.
These “Hype Beasts” will often be found camping outside supreme store to ensure that they are first to receive the latest drops.
What does it take to build the “Hype” around brands and products?
Many streetwear brands use the popular drop marketing strategy. These products are usually released in small quantities at select retail locations or online. They are often not announced and often unannounced on social media. This strategy creates a sense of urgency, exclusivity, and makes the customer believe they have to purchase the product fast in order to get an exclusive item.
Supreme is the kings among clothing drops. They also have a huge following in the streetwear world. The brand was founded in Manhattan in 1994. It has since grown to a cult following all over the globe and collaborated with major brands like Nike, Vans, and North Face.
The brand’s “hype” and brand name can be attributed to the emphasis on clothing “drops” when new lines are released. Customers will queue for hours to obtain the new releases every week when they “drop” in their stores.
Although similar products can be bought in most stores, these “hypebeasts,” who are eager to receive the latest releases, will gladly wait hours for them.
Many luxury fashion labels are following suit, releasing similar products after streetwear brands have enjoyed success.
Burberry unveiled a series this year that would allow customers to shop within 24 hours of the announcement. It is certainly interesting to see high end fashion houses taking inspiration from Streetwear companies and it raises the question as to what the future holds for clothing releases and if these “drops” will evolve.
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 plays a significant role in streetwear’s scene. It is how brands and products get “hype”. It is possible to argue that streetwear has gone mainstream because of social media.
Before the internet, the only way to get your hands on the latest releases was being in the right place at the right time, and searching the shops to find limited edition items. These products could only have been obtained if the consumer was willing to make the effort. This allowed them to feel a greater connection to 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 be teased via social media for weeks or months ahead of the actual drop date. Twitter is also a key part of bringing back this community element. Twitter now allows streetwear hype beasts to post conspiracies and discuss when the next drops are.
A new arrival to the Hype Street Wear World is Bonking