Is Hype Clothing Worth the Hype?
In streetwear, you might have heard the terms “hype clothing”, or “bonking brand”. You may have heard the term “hype clothing” or “bonking brand” used to describe streetwear. But what do you know about it? Let’s dive deep and learn all there is to know about hype…
It is no secret that streetwear in 2019 will not be limited to the streets. Instead, it will dominate the fashion world.
Who would have thought that we would be seeing hoodies and trainers dominating the luxury fashion runways across the world?
So why did streetwear become so famous?
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 is influenced by a particular trend in order to look trendy or fashionable. 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. Although they may not have any assets, they pretend to have it all. 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.
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.
Although there are many differing definitions of what “hypebeast,” it is generally agreed that Hypebeasts are people who keep up with the latest fashion trends to impress friends. They are also obsessed with the latest releases and will do whatever it takes to attain the “Hype”.
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. 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 works to create a sense of urgency and exclusivity and leads the customer to believe that they must purchase the product quickly, in order to own an exclusive and limited edition 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 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. Every week these products “drop” into stores and people will wait in line for hours just to get their hands on them.
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.
Many luxury fashion labels are following suit, releasing similar products after streetwear brands have enjoyed success.
Burberry unveiled a series this year that would allow customers to shop within 24 hours of the announcement. 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.
The streetwear scene is also heavily influenced by social media and the “hype” created around brands. It can be argued that social media is in fact what took streetwear from a subculture to the mainstream.
Before the internet, the only way to get your hands on the latest releases was being in the right place at the right time, and searching 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.
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 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. 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