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Transparent — Men’s Street Style

Transparent. Did you miss our previous article... https://www.mansbrand.com/trio-mens-street-style/

Trio — Men’s Street Style

Trio. Did you miss our previous article... https://www.mansbrand.com/on-the-street-florence-3/

Yellow, pink and green — Men’s Street Style

Yellow, pink and green. Did you miss our previous article... https://www.mansbrand.com/fishnet-mens-street-style/

Fishnet — Men’s Street Style

Fishnet. Did you miss our previous article... https://www.mansbrand.com/linen-plaid-mens-street-style/

Linen plaid — Men’s Street Style

Linen plaid. Did you miss our previous article... https://www.mansbrand.com/slow-and-steady-mens-street-style/

Slow and steady — Men’s Street Style

Slow and steady. Did you miss our previous article... https://www.mansbrand.com/white-steps-mens-street-style/

White steps — Men’s Street Style

White steps. Did you miss our previous article... https://www.mansbrand.com/mens-street-style/

— Men’s Street Style

? Did you miss our previous article... https://www.mansbrand.com/the-pen-pocket-mens-street-style/

The pen pocket — Men’s Street Style

The pen pocket. Did you miss our previous article... https://www.mansbrand.com/camo-and-blue-mens-street-style/

Camo and blue — Men’s Street Style

Camo and blue. Did you miss our previous article... https://www.mansbrand.com/bored-mens-street-style/

Bored — Men’s Street Style

Bored. Did you miss our previous article... https://www.mansbrand.com/early-summer-nights-mens-street-style/

Early summer nights — Men’s Street Style

Early summer nights. Did you miss our previous article... https://www.mansbrand.com/deep-v-mens-street-style/

Deep V — Men’s Street Style

Deep V. Did you miss our previous article... https://www.mansbrand.com/linen-and-knits-mens-street-style/

Linen and knits — Men’s Street Style

Linen and knits. Did you miss our previous article... https://www.mansbrand.com/design-mens-street-style/

Design — Men’s Street Style

Design. Did you miss our previous article... https://www.mansbrand.com/fuck-it-mens-street-style/

Fuck it! — Men’s Street Style

Fuck it! Did you miss our previous article... https://www.mansbrand.com/in-hand-mens-street-style/
Sean O’Pry channels Venus for Madame Figaro, China

Sean O’Pry channels Venus for Madame Figaro, China

Sean O’Pry is back in the spotlight with a new editorial after strolling the streets of New York for Schön! China. This time, the American model is Madame Figaro China’s ethereal wonder. In the story “Venus,” Sean evokes the essence of the goddess of love, beauty,...

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Killing Sunset: Geron MacKinley at Esquire Korea

Geron McKinley goes Hollywood for the pages of Esquire Korea. The top model appears in the magazine’s July 2022 issue with a story entitled “Killing Sunset.” As Geron strolls the famous streets of Los Angeles in eye-catching outfits, flamboyant designer styles steal...

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Julian Schneyder Relaxes with Man About Town

As Julian Schneyder recuperates from an injury, he heads to Milan for a fashion-focused staycation. The Austrian model makes a splash in a story for Man About Town. Julian has a varied wardrobe that can be dressed up for a night on the town or lounging around the...

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Erik Van Gils Travels In Style With MatchesFashion

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BUGATCHI Champions Clean Lines Fall

For its men’s fall-winter 2022 collection, BUGATCHI examines the relationship between clothing design and function. The fashion brand’s seasonally-appropriate direction emphasizes fabric innovation and comfort.  This autumn, BUGATCHI’s menswear revolves around a...

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Giorgio Armani offers a stylish holiday in Deep Blue

Giorgio Armani unveils its holiday collection for fall-winter 2022. The lineup embodies the Italian brand’s signature design traits while looking to soften the style codes. The range harmoniously plays up a season of contrasts with a mix of silk, pinstripes, velvet,...

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Massimo Diutti Models Henry in Sleek Summer Style

Henry Kitcher reprises his role as Massimo Dutti’s leading man in “Architectural Patterns.” For the occasion, the top model wears a more structured ensemble, including tailoring and sophisticated basics. Like the clean lines of its clothing, Massimo Dutti finds the...

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V Magazine, Leon & Malika Style the Fall Style

Leon Dame is set to turn heads with a new autumn story for V magazine. The fashion publication approaches the season with a strong, gender-defying aesthetic. The editorial, entitled “It Takes Two,” shows Leon and model Malika Louback in a novel take on the...

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Fashion
From Fig Leaves To Hype Wear

Are Hype Clothes Worth the Hype

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 dive deep and learn all there is to know about 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 hoodies, trainers, and other casual wear would dominate luxury fashion runways all over the world?

So how did streetwear become so fashionable?

Continue reading to learn how the hype around streetwear, a.k.a. hype clothing became one of the most recognizable fashion trends in history.

What is Bonking Brand?

From the Urban Dictionary:

  1. “A person who follows a trend to be cool or in style. A person who wears what is hyped up.”
  2. “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 much, but they love to pretend that they make more than the rest. 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 can be traced back as far as 2005, when it was created from the combination of the words “Hype” and “Beast”. Hype refers to extravagant publicity about a new piece of clothing or a trend. “Beast” is slang meaning a person 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”.

You will often find these “Hype Beasts” camping outside supreme stores in order to ensure they are the first in line for the latest drops.

How does the “Hype” come about?

Drops

Many streetwear brands use the popular 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 creates urgency and exclusivity in the customer and encourages them to buy quickly to have an exclusive, limited-edition item.

Supreme is the king of streetwear and has a huge following. 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. When these new products “drop” in stores every week, without fail, there will be customers will be queuing for miles down the street in order to get their hands on the latest releases and obviously there is no better marketing for a brand than passers by seeing queueing down the street to get into your store.

Similar products can be bought at any store. However, the “hypebeasts”, will happily wait for hours in line to obtain the latest and most sought-after releases.

Following the success and “hype” these drops have caused for streetwear brands, some luxury fashion labels have even begun to follow suit and release their products in similar ways.

Burberry released a series last year to promote their streetwear collection. Customers were given just 24 hours to order. 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

Social media plays an important role in streetwear and the creation of “hype” around brands and products. It is possible to argue that streetwear has gone mainstream because of social media.

The only way to access the most recent releases before the internet was to be in the right place at right time and search the shops for 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 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

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