Hype clothing is worth the hype?
Perhaps you’ve heard of the expression “hype clothing” (or “bonking brand”) when it comes down to streetwear. 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 predicted that we would see trainers and hoodies on luxury fashion runways around world?
So why has streetwear become so popular and where did it come from?
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 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. The individual may not be able to make a living, but they will pretend they have more than others. The Hype beast [sic] has a mommies credit card and will try to buy every pair of Nike’s Jay-Z wore on 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.
The word was first used in 2005 by Trinidad James, a rapper who released “All Gold Everything”. His song contained the line “Hypebeasts, we know about cheap”, and the lyrics “Hypebeasts, we don’t want to buy shoes unless they 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.
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.
These “Hype Beasts” will often be found camping outside supreme store to ensure that they are first to receive the latest drops.
How does “Hype” work around brands?
Streetwear brands are well-known for their “drop” marketing strategy. Many of them have adopted it. 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 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. The brand was founded in Manhattan in 1994. It has since grown to a cult following all over the globe and collaborated with major brands like Nike, Vans, and North Face.
The brand’s name and the “hype” surrounding it can be attributed back to the focus they place on clothing “drops”, when new lines are introduced. 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.
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 have begun to release their products in similar ways after the streetwear brands’ success.
Burberry released a series last year to promote their streetwear collection. Customers were given just 24 hours to order. 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 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. You can argue that the brand was more connected to its customers because they were willing to commit to buying these products.
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 is now a place for hype beasts to share their theories and conspiracies about the next drop.
A new arrival to the Hype Street Wear World is Bonking