Is Hype Clothing Worth It?
In streetwear, you might have heard the terms “hype clothing”, or “bonking brand”. But do you know what it all means or why it’s called that? Let’s dive deep and learn all there is to know about 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 we would be seeing hoodies and trainers dominating the luxury fashion runways across the world?
So how did streetwear become so fashionable?
Continue reading for more information about how the hype surrounding streetwear, also called hype clothing, turned into one the most fashionable fashion trends of all time.
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 much, but they love to pretend that they make more than the rest. 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 was first coined in 2005. It is a combination of two words: “Hype”, which refers to excessive publicity surrounding a new trend or item of clothing, and “Beast,” which is slang for someone who is skilled in something. In this case, a person who keeps up with fashion trends.
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?
If you are familiar with streetwear brands, I am sure you are familiar with the popular “drop” marketing strategy which has been adopted by many of the brands. 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 are the kings in clothing drop and have a large following in 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 “hype” which surrounds the brand and the brand name can be linked back to their focus on clothing “drops” when releasing new lines. 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.
You can buy similar products in all stores, but the “hypebeasts”, who will queue for hours to get the latest and greatest releases, will be able to purchase them at their local store.
Luxury fashion labels are now following the footsteps of streetwear brands and releasing their products in similar ways to these success stories.
Burberry released a series last year to promote their streetwear collection. Customers were given just 24 hours to order. It is interesting to see fashion houses taking cues from streetwear brands.
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 is possible to argue that streetwear has gone mainstream because of social media.
Before the internet the only way you could get the latest releases was to be there at the right times and then search the shops for limited edition products. The commitment required to obtain these products made it possible to argue that consumers felt a stronger connection with the brand.
Social media has made streetwear more accessible than ever. This means that people don’t need to hustle to grab the latest and greatest items. With little to no thought or connection to brands or their communities, they can get it done quickly.
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 are now possible to be teased on social networking weeks, or even months, before the official drop date. Twitter has also played a significant role in bringing back the community aspect of this culture. 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