Hype clothing is worth the hype?
Streetwear is often referred to as “hype clothing” and “bonking”. You may have heard the term “hype clothing” or “bonking brand” used to describe streetwear. But what do you know about it? Let’s dig in and get some knowledge on all things hype…
It’s common knowledge that 2019 Streetwear is not only for street wear, but is also a major fashion force in the fashion world.
Who would have thought that we would be seeing hoodies and trainers dominating the luxury fashion runways across the world?
So, why is streetwear so popular? And where did it come a long time ago?
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 Bonking Brand anyway?
From the Urban Dictionary:
- “A person who follows a trend to be cool or in style. 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. Although they may not have any assets, they pretend to have it all. The Hype Beast [sic] will work hard to get every pair of Nike’s he saw Jay-Z wear on 106 & Park equipped with mommies [sic] credit.
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.
The term was coined in 2005. However, it made its way into mainstream culture with the release of Trinidad James’ song “All Gold Everything”, where he sang the lyrics “Hypebeasts” and said “Hypebeasts are cheap, don’t get shoes unless they’re 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”, also known as Hype Beasts, will often be seen camping outside supreme retailers to ensure they are among the 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. The “drop” process consists of releasing small quantities of “limited edition” clothing at selected retail locations or online, these products are often released without much warning and are often announced on 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. Since its inception in Manhattan in 1994, Supreme has grown into a global brand with a large following and collaborations with big names like 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. The new products “drop” in stores every week without fail. Customers will line up miles to be able to purchase the latest releases. It is obvious that there is no better way to market a brand than to see people queueing on the streets to enter your store.
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 launched a series to introduce their new streetwear range last year. Customers could purchase the drops within 24 hours. 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 is a key part of the streetwear industry and how brands and products are promoted. 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.
The rise of streetwear via social media means that hypebeasts don’t have to hustle for the latest limited edition items. It is possible to often get them at the click of one button with little to no connection to the brand and their community.
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 been teased on social media several weeks ahead of the official date. Twitter also plays a large part in bringing back that 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