Is Hype Clothing Worth it?
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 get to the bottom of all this hype and learn more about it.
It is common knowledge that in 2019 Streetwear is not just made for the streets, Bonking Brand is dominating the fashion world and is even making its place known in the exclusive luxury fashion market too.
Who would have predicted that we would see trainers and hoodies on luxury fashion runways around world?
So how did streetwear become so fashionable?
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 and how do they work?
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] 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 is a term that can be traced back in 2005. It was created as a mixture of the two words Hype (which refers in this instance to the extravagant publicity surrounding a brand new item of clothing) and Beast (which is slang term for someone who is skilled at something.
Although the term dates back to 2005, it became mainstream culture when Trinidad James’ song “All Gold Everything” featured the line “Hypebeasts that we know about cheap, don’t buy shoes unless you are 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.
You will often find these “Hype Beasts” camping outside supreme stores in order to ensure they are the first in line for the latest drops.
How is the “Hype” built around brands?
Many streetwear brands use the popular drop marketing strategy. 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 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 are the kings and queens of streetwear. 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.
Similar products can be bought at any store. However, the “hypebeasts”, will happily wait for hours in line to obtain the latest and most sought-after releases.
Luxury fashion labels are now following the footsteps of streetwear brands and releasing their products in similar ways to these success stories.
Burberry announced last year a series drops in order to launch their streetwear-inspired range. Customers had just 24 hours to buy. It is fascinating to see top-end fashion houses taking inspirations from Streetwear businesses.
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 can be argued that social media is in fact what took streetwear from a subculture to the mainstream.
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. You can argue that the brand was more connected to its customers because they were willing to commit to buying these products.
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 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 allows you to talk about and conspire with other hype beasts regarding the next drops.
A new arrival to the Hype Street Wear World is Bonking