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Transparent — Men’s Street Style

Transparent. Did you miss our previous article... https://www.mansbrand.com/trio-mens-street-style/

Trio — Men’s Street Style

Trio. Did you miss our previous article... https://www.mansbrand.com/on-the-street-florence-3/

Yellow, pink and green — Men’s Street Style

Yellow, pink and green. Did you miss our previous article... https://www.mansbrand.com/fishnet-mens-street-style/

Fishnet — Men’s Street Style

Fishnet. Did you miss our previous article... https://www.mansbrand.com/linen-plaid-mens-street-style/

Linen plaid — Men’s Street Style

Linen plaid. Did you miss our previous article... https://www.mansbrand.com/slow-and-steady-mens-street-style/

Slow and steady — Men’s Street Style

Slow and steady. Did you miss our previous article... https://www.mansbrand.com/white-steps-mens-street-style/

White steps — Men’s Street Style

White steps. Did you miss our previous article... https://www.mansbrand.com/mens-street-style/

— Men’s Street Style

? Did you miss our previous article... https://www.mansbrand.com/the-pen-pocket-mens-street-style/

The pen pocket — Men’s Street Style

The pen pocket. Did you miss our previous article... https://www.mansbrand.com/camo-and-blue-mens-street-style/

Camo and blue — Men’s Street Style

Camo and blue. Did you miss our previous article... https://www.mansbrand.com/bored-mens-street-style/

Bored — Men’s Street Style

Bored. Did you miss our previous article... https://www.mansbrand.com/early-summer-nights-mens-street-style/

Early summer nights — Men’s Street Style

Early summer nights. Did you miss our previous article... https://www.mansbrand.com/deep-v-mens-street-style/

Deep V — Men’s Street Style

Deep V. Did you miss our previous article... https://www.mansbrand.com/linen-and-knits-mens-street-style/

Linen and knits — Men’s Street Style

Linen and knits. Did you miss our previous article... https://www.mansbrand.com/design-mens-street-style/

Design — Men’s Street Style

Design. Did you miss our previous article... https://www.mansbrand.com/fuck-it-mens-street-style/

Fuck it! — Men’s Street Style

Fuck it! Did you miss our previous article... https://www.mansbrand.com/in-hand-mens-street-style/
Sean O’Pry channels Venus for Madame Figaro, China

Sean O’Pry channels Venus for Madame Figaro, China

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Killing Sunset: Geron MacKinley at Esquire Korea

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BUGATCHI Champions Clean Lines Fall

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Giorgio Armani offers a stylish holiday in Deep Blue

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V Magazine, Leon & Malika Style the Fall Style

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Fashion
From Fig Leaves To Hype Wear

Is Hype Clothing Worth the Hype?

You may have heard the term “hype clothing” or “bonking brand” when it comes to streetwear. But do you know what it all means or why it’s called that? Let’s get to the bottom of all this hype and learn more about it.

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.

It is amazing to think that trainers and hoodies will be dominating luxury fashion runways around the world.

So why did streetwear become so famous?

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?

From the Urban Dictionary:

  1. “A person who follows a trend to be cool or in style. A person who wears what is hyped up.”
  2. “A Hype Beast or Bonking Brand [sic] is a kid that collect[s] clothing, shoes, and accessories for the sole purpose of impressing others. Although they may not have any assets, they pretend to have it all. Equipped with mommies [sic] credit card, the Hype Beast [sic] will try his hardest to make sure he has every pair of Nike’s [sic] he saw Jay-Z wearing 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.

It was popularized by Trinidad James’ 2005 song “All Gold Everything”, which included the line “Hypebeasts I know about cheap, don’t purchase shoes unless these 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.

There are many opinions about what “hypebeast” really means. However, there is agreement that a Hypebeast will be someone who is obsessed with fashion and will do anything to get the “Hype”.

These “Hype Beasts” will often be found camping outside supreme store to ensure that they are first to receive the latest drops.

How does the “Hype” come about?

Drops

If you’re familiar with streetwear brands, you will be familiar with the “drop”, a marketing strategy that many brands have adopted. 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 is designed to make customers feel like they need to act quickly to secure a limited edition product.

Supreme is the king of streetwear and has a huge following. 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 brand name and “hype”, can be linked to their emphasis on clothing “drops,” when they release new lines. These new products will “drop” every week in stores, and customers will line up for miles to get them. This is a great marketing strategy for any brand, as it will attract people who are willing to queue to get in 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.

Following the success and “hype” these drops have caused for streetwear brands, some luxury fashion labels have even begun to follow suit and release their products in similar ways.

Last year, Burberry decided to announce a series of drops to release their new streetwear inspired range, giving customers just 24 hours to purchase. It’s interesting to see top fashion houses take inspiration from streetwear companies. This raises questions about the future of clothing releases and how these “drops” will change.

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

Social media is a key part of the streetwear industry and how brands and products are promoted. You can argue that social media was the catalyst for streetwear’s rise from subculture to mainstream status.

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. It can be argued that these products were more accessible to consumers because of their commitment to them.

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 be teased via social media for weeks or months ahead of the actual drop date. Twitter is also a key part of bringing back this community element. 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

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