Hype clothing is worth the hype?
Perhaps you’ve heard of the expression “hype clothing” (or “bonking brand”) when it comes down to streetwear. But do you know what it all means or why it’s called that? Let’s dig in and get some knowledge on all things 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.
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 Bonking Brand?
From the Urban Dictionary:
- “A person who follows the latest trend to be fashionable or trendy.” 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 have any money, but they still like to appear to be making more than everyone else. The Hype Beast [sic] will work hard to get every pair of Nike’s he saw Jay-Z wear on 106 & Park equipped with mommies [sic] credit.
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 word was first used in 2005 by Trinidad James, a rapper who released “All Gold Everything”. His song contained the line “Hypebeasts, we know about cheap”, and the lyrics “Hypebeasts, we don’t want to buy shoes unless they 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”, who are often found outside supreme shops, will be there to make sure they get the latest drops.
How does “Hype” work around brands?
Many streetwear brands have adopted the “drop” marketing strategy. This process involves releasing limited edition clothing in limited quantities at certain retail locations and online. These products are often announced via 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 kings among clothing drops. They also have a huge following in the streetwear world. Established in 1994 in downtown Manhattan, the brand has come a long way since, amounting a mass cult following around the world and even collaborating with some massive names such as Nike, Vans and North Face.
The brand name and brand hype can be linked to the clothing “drops”, which are when new products 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.
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 launched a series to introduce their new streetwear range last year. Customers could purchase the drops within 24 hours. 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 also plays a major part in the streetwear scene and how “hype” is created around brands and products. It can be argued that social media is in fact what took streetwear from a subculture to the 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. These products could only have been obtained if the consumer was willing to make the effort. This allowed them to feel a greater connection to 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 be teased on social media weeks, or even months before the official drop day, and Twitter has also become a major part of bringing back the community element 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