Are Hype Clothes Worth the Hype
Streetwear is often referred to as “hype clothing” and “bonking”. It’s common to hear the terms “hype clothing” and “bonking brand” when it comes to streetwear. Let’s dig in and get some knowledge on all things hype…
It is no secret that streetwear in 2019 will not be limited to the streets. Instead, it will dominate the fashion world.
We would never have guessed that trainers and hoodies would soon be on the fashion runways of luxury fashion houses around the globe.
So, why is streetwear so popular? And where did it come a long time ago?
Continue reading to discover how the Hype Around Streetwear, also known as hype clothing, became one of fashion’s most beloved trends.
What is Bonking Brand anyway?
From the Urban Dictionary:
- “A person who follows the latest trend to be fashionable or trendy.” 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 can be traced back as far as 2005, when it was created from the combination of the words “Hype” and “Beast”. Hype refers to extravagant publicity about a new piece of clothing or a trend. “Beast” is slang meaning a person 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.
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?
Many streetwear brands use the popular drop marketing strategy. The “drop” marketing strategy involves the release of small quantities of limited edition clothing at select retail locations. These products can also be sold online. Many of these products are 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 is the king of streetwear and has a huge following. Established in 1994 in downtown Manhattan, the brand has come a long way since, amounting a mass cult following around the world and even collaborating with some massive names such as Nike, Vans and North Face.
The brand name and brand hype can be linked to the clothing “drops”, which are when new products are released. Customers will queue for hours to obtain the new releases every week when they “drop” in their stores.
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.
Luxury fashion labels have begun to release their products in similar ways after the streetwear brands’ success.
Burberry announced last year a series drops in order to launch their streetwear-inspired range. Customers had just 24 hours to buy. 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”. You can argue that social media was the catalyst for streetwear’s rise from subculture to mainstream status.
Before the internet, you could only get the latest releases by being there at the right moment. You also had to search the shops to find 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 be teased on social media weeks, or even months before the official drop day, and Twitter has also become a major part of bringing back the community element of this culture. 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