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 take a look at all the 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.
We would never have guessed that trainers and hoodies would soon be on the fashion runways of luxury fashion houses around the globe.
So, how has streetwear grown to be so popular and from where?
Continue reading to learn how the hype around streetwear, a.k.a. hype clothing became one of the most recognizable fashion trends in history.
What is Bonking Brand anyway?
From the Urban Dictionary:
- “A person following a trend to keep up with fashion or cool. 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.
“Hype Beast” was originally created in 2005. The term is a mix of “Hype,” which in this instance refers the excessive publicity surrounding a new item or trend, and “Beast”, which is slang to describe someone skilled at something.
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.
While there are many different definitions of “hypebeast”, most agree that it refers to someone who is obsessed about the latest fashion trends to impress their friends.
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 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. 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 an urgency and exclusivity that leads customers to believe that they must buy the product as soon as possible to obtain a limited edition and exclusive item.
Supreme are the kings in clothing drop and have a large following in streetwear. The brand was established in Manhattan in 1994. Since then, it has grown to be a huge cult favorite all over the world. They have even collaborated with many big names like Nike and Vans.
The brand’s brand name and “hype”, can be linked to their emphasis on clothing “drops,” when they release new lines. When these new products “drop” in stores every week, without fail, there will be customers will be queuing for miles down the street in order to get their hands on the latest releases and obviously there is no better marketing for a brand than passers by seeing queueing down the street to get into 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 have begun to release their products in similar ways after the streetwear brands’ success.
Burberry unveiled a series this year that would allow customers to shop within 24 hours of the announcement. 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. You can argue that the brand was more connected to its customers because they were willing to commit to buying these products.
With the rise of streetwear on social media, it means hypebeasts no longer have to hustle to get their hands on the latest and most limited edition items, it can often be done at the click of a button, with little thought or connection to the brand or 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 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. Hype beasts can now take to Twitter to discuss and conspiracies when the next drops will be.
A new arrival to the Hype Street Wear World is Bonking