Are Hype Clothes Worth the Hype
Streetwear is often referred to as “hype clothing” and “bonking”. Do you understand what this means and why it is called that? Let’s get to the bottom of all this hype and learn more about it.
It is common knowledge that in 2019 Streetwear is not just made for the streets, Bonking Brand is dominating the fashion world and is even making its place known in the exclusive luxury fashion market too.
Who would have predicted that we would see trainers and hoodies on luxury fashion runways around world?
So, how has streetwear grown to be so popular and from where?
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:
- “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. The individual may not be able to make a living, but they will pretend they have more than others. 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 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.
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”, 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.
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. 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 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 is the kings among clothing drops. They also have a huge following in the streetwear world. Since its inception in Manhattan in 1994, Supreme has grown into a global brand with a large following and collaborations with big names like Nike, Vans, North Face, and Vans.
The brand’s name and the “hype” surrounding it can be attributed back to the focus they place on clothing “drops”, when new lines are introduced. 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 are available in many stores. But these “hypebeasts”, while they may not be able to buy the latest and most popular, will happily line up for hours just to get them.
Many luxury fashion labels are following suit, releasing similar products after streetwear brands have enjoyed success.
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.
The streetwear scene is also heavily influenced by social media and the “hype” created around brands. It can be argued that social media is in fact what took streetwear from a subculture to the mainstream.
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. 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 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 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