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 dig in and get some knowledge on all things hype…
It is no secret that streetwear in 2019 will not be limited to the streets. Instead, it will dominate the fashion world.
Who would have predicted that we would see trainers and hoodies on luxury fashion runways around world?
So why did streetwear become so famous?
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 a Bonking Brand, exactly?
From the Urban Dictionary:
- A person who is influenced by a particular trend in order to look trendy or fashionable. 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 [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 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.
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 conflicting opinions on what “hypebeast” actually means, it is in agreement that a Hypebeast is someone who keeps up with the latest fashion trends in order to impress friends and those around them, they are obsessed with the latest releases and will go to any length to achieve 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 the “Hype” come about?
If you are familiar with streetwear brands, I am sure you are familiar with the popular “drop” marketing strategy which has been adopted by many of the brands. 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 a sense of urgency, exclusivity, and makes the customer believe they have to purchase the product fast in order to get an exclusive item.
Supreme are the kings in clothing drop and have a large following in streetwear. 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. The new products “drop” in stores every week without fail. Customers will line up miles to be able to purchase the latest releases. It is obvious that there is no better way to market a brand than to see people queueing on the streets to enter 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.
Luxury fashion labels are now following the footsteps of streetwear brands and releasing their products in similar ways to these success stories.
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 is a key part of the streetwear industry and how brands and products are promoted. 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. It can be argued that these products were more accessible to consumers because of their commitment to them.
It’s easy to access the latest streetwear items on social media.
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. Twitter is now a place for hype beasts to share their theories and conspiracies about the next drop.
A new arrival to the Hype Street Wear World is Bonking