Is Hype Clothing Worth It?
In streetwear, you might have heard the terms “hype clothing”, or “bonking brand”. It’s common to hear the terms “hype clothing” and “bonking brand” when it comes to streetwear. Let’s get to the bottom of all this hype and learn more about it.
It is well-known that streetwear is no longer just for the streets. In 2019, Streetwear is a dominant fashion trend and has even made its way into the exclusive luxury fashion market.
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?
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?
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. The individual may not be able to make a living, but they will pretend they have more than others. 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” or “Bonking Brand” can be traced back to 2005 when the term was coined as a blend of the two words “Hype” (which in this instance refers to the extravagant publicity around a new item of clothing or a trend), and “Beast” which is slang for a person who is skilled at something, in this case a person who is skilled at keeping up with the latest fashion trends.
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” will often be found camping outside supreme store to ensure that they are first to receive the latest drops.
How is the “Hype” built around brands?
Many streetwear brands have adopted the “drop” marketing strategy. 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 of the clothing drops and also have a massive following in the streetwear scene. 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 “hype” and brand name can be attributed to the emphasis on clothing “drops” when new lines are released. 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.
Similar products of course can be purchased in any store, but these “hypebeasts” will happily queue for hours on end to have the latest and most popular releases.
Luxury fashion labels are now following the footsteps of streetwear brands and releasing their products in similar ways to these success stories.
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 plays a significant role in streetwear’s scene. It is how brands and products get “hype”. It’s possible to argue that social media is what made streetwear mainstream.
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. It can be argued that these products were more accessible to consumers because of their commitment to them.
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. 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