Is Hype Clothing Worth It?
In streetwear, you might have heard the terms “hype clothing”, or “bonking brand”. Do you understand what this means and why it is called that? Let’s take a look at all the hype…
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.
We would never have guessed that trainers and hoodies would soon be on the fashion runways of luxury fashion houses around the globe.
So, how has streetwear grown to be so popular and from where?
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 a Bonking Brand, exactly?
From the Urban Dictionary:
- “A person following a trend to keep up with fashion or cool. 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 will make every effort to have every pair [sic] of Nike’s he saw Jay-Z sporting on 106 & Park.
The term Hype Beast or Bonking Brand was first coined in 2005. It is a combination of two words: “Hype”, which refers to excessive publicity surrounding a new trend or item of clothing, and “Beast,” which is slang for someone who is skilled in something. In this case, a person who keeps up with fashion trends.
The term was coined in 2005. However, it made its way into mainstream culture with the release of Trinidad James’ song “All Gold Everything”, where he sang the lyrics “Hypebeasts” and said “Hypebeasts are cheap, don’t get shoes unless they’re 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,” who live outside of supreme stores, are known to be camping out in order for them to get the latest drops.
What is the “Hype”, built around brands?
If you’re familiar with streetwear brands, you will be familiar with the “drop”, a marketing strategy that many brands have adopted. 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 are the kings in clothing drop and have a large following in streetwear. The brand was established in Manhattan in 1994. Since then, it has grown to be a huge cult favorite all over the world. They have even collaborated with many big names like Nike and Vans.
The brand’s brand name and “hype”, can be linked to their emphasis on clothing “drops,” when they release new lines. Every week these products “drop” into stores and people will wait in line for hours just to get their hands on them.
Although similar products can be bought in most stores, these “hypebeasts,” who are eager to receive the latest releases, will gladly wait hours for them.
These drops were so popular that luxury fashion labels started to copy them and release similar products.
Burberry released a series last year to promote their streetwear collection. Customers were given just 24 hours to order. 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 also plays a major part in the streetwear scene and how “hype” is created around brands and products. Social media can be said to have helped streetwear move from being a subculture into 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. The commitment required to obtain these products made it possible to argue that consumers felt a stronger connection with the brand.
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 now been teased on social media several weeks ahead of the official date. Twitter also plays a large part in bringing back that 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