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 take a look at all the hype…
It’s well-known that Streetwear in 2019 isn’t just for the streets. Streetwear is also dominating the fashion industry and even making its mark in the luxury market.
Who would have thought that hoodies, trainers, and other casual wear would dominate luxury fashion runways all over 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, exactly?
From the Urban Dictionary:
- “A person who is following a trend to be trendy or in fashion.” 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. The Hype Beast [sic] is equipped with a mommies [sic] credit cards and will do his best to ensure he has every pair Nike’s [sic] he spotted Jay-Z wearing at 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.
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”.
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 is the “Hype” built around brands?
Many streetwear brands use the popular drop marketing strategy. 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 creates an urgency and exclusivity that leads customers to believe that they must buy the product as soon as possible to obtain a limited edition and exclusive item.
Supreme are the kings of the clothing drops and also have a massive following in the streetwear scene. 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 “hype” which surrounds the brand and the brand name can be linked back to their focus on clothing “drops” when releasing new lines. Every week these products “drop” into stores and people will wait in line for hours just to get their hands on them.
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 have begun to release their products in similar ways after the streetwear brands’ success.
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. You can argue that social media was the catalyst for streetwear’s rise from subculture to mainstream status.
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. The commitment required to obtain these products made it possible to argue that consumers felt a stronger connection with the brand.
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 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. 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