fbpx

Select Page

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

Sean O’Pry is back in the spotlight with a new editorial after strolling the streets of New York for Schön! China. This time, the American model is Madame Figaro China’s ethereal wonder. In the story “Venus,” Sean evokes the essence of the goddess of love, beauty,...

read more

Killing Sunset: Geron MacKinley at Esquire Korea

Geron McKinley goes Hollywood for the pages of Esquire Korea. The top model appears in the magazine’s July 2022 issue with a story entitled “Killing Sunset.” As Geron strolls the famous streets of Los Angeles in eye-catching outfits, flamboyant designer styles steal...

read more

Julian Schneyder Relaxes with Man About Town

As Julian Schneyder recuperates from an injury, he heads to Milan for a fashion-focused staycation. The Austrian model makes a splash in a story for Man About Town. Julian has a varied wardrobe that can be dressed up for a night on the town or lounging around the...

read more

Erik Van Gils Travels In Style With MatchesFashion

MatchesFashion arranges a holiday getaway with Erik Van Gils. The Dutch model embarks on a fashion adventure to Naples, Italy. The story “Chase the Sun” presents a flexible summer wardrobe with appealing clothing and accessories. Joachim Müller-Ruchholtz photographs...

read more

BUGATCHI Champions Clean Lines Fall

For its men’s fall-winter 2022 collection, BUGATCHI examines the relationship between clothing design and function. The fashion brand’s seasonally-appropriate direction emphasizes fabric innovation and comfort.  This autumn, BUGATCHI’s menswear revolves around a...

read more

Giorgio Armani offers a stylish holiday in Deep Blue

Giorgio Armani unveils its holiday collection for fall-winter 2022. The lineup embodies the Italian brand’s signature design traits while looking to soften the style codes. The range harmoniously plays up a season of contrasts with a mix of silk, pinstripes, velvet,...

read more

Massimo Diutti Models Henry in Sleek Summer Style

Henry Kitcher reprises his role as Massimo Dutti’s leading man in “Architectural Patterns.” For the occasion, the top model wears a more structured ensemble, including tailoring and sophisticated basics. Like the clean lines of its clothing, Massimo Dutti finds the...

read more

V Magazine, Leon & Malika Style the Fall Style

Leon Dame is set to turn heads with a new autumn story for V magazine. The fashion publication approaches the season with a strong, gender-defying aesthetic. The editorial, entitled “It Takes Two,” shows Leon and model Malika Louback in a novel take on the...

read more
Fashion
From Fig Leaves To Hype Wear

Hype clothing is worth the hype?

When it comes to streetwear, you may have heard the terms “hype clothing” or even “bonking brand”. Are you unsure what the hype is and why it’s called this? Let’s get to the bottom of all this hype and learn more about it.

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 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:

  1. A person who is influenced by a particular trend in order to look trendy or fashionable. 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 is a term that can be traced back in 2005. It was created as a mixture of the two words Hype (which refers in this instance to the extravagant publicity surrounding a brand new item of clothing) and Beast (which is slang term for someone who is skilled at something.

Despite the word tracing back to 2005, it entered mainstream culture when rapper Trinidad James released his song “All Gold Everything” which contained the line “Hypebeasts we know about cheap, don’t buy shoes unless they 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”.

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.

What does it take to build the “Hype” around brands and products?

Drops

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 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 is the kings among clothing drops. They also have a huge following in the streetwear world. In 1994, the brand was founded in Manhattan. The brand has enjoyed a massive following worldwide and even collaborated closely with brands such as Nike, Vans, North Face and Vans.

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.

Burberry unveiled a series this year that would allow customers to shop within 24 hours of the announcement. It is fascinating to see top-end fashion houses taking inspirations from Streetwear businesses.

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 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.

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. Twitter can now be used by hype beasts for discussing and conspiracies concerning the next drops.

A new arrival to the Hype Street Wear World is Bonking

Comments

0 comments

Pin It on Pinterest