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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

MatchesFashion arranges a holiday getaway with Erik Van Gils. The Dutch model embarks on a fashion adventure to Naples, Italy. The story “Chase the Sun” presents a flexible summer wardrobe with appealing clothing and accessories. Joachim Müller-Ruchholtz photographs...

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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

When it comes to streetwear, you may have heard the terms “hype clothing” or even “bonking brand”. Are you unsure what the hype is and why it’s called this? Let’s dive deep and learn all there is to know about 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 thought that hoodies, trainers, and other casual wear would dominate luxury fashion runways all over the world?

So, why is streetwear so popular? And where did it come a long time ago?

Continue reading to discover how the Hype Around Streetwear, also known as hype clothing, became one of fashion’s most beloved trends.

What is a Bonking Brand and how do they work?

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 be able to make a living, but they will pretend they have more than others. The Hype Beast will make every effort to have every pair [sic] of Nike’s he saw Jay-Z sporting on 106 & Park.

“Hype Beast” was originally created in 2005. The term is a mix of “Hype,” which in this instance refers the excessive publicity surrounding a new item or trend, and “Beast”, which is slang to describe someone skilled at something.

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 opinions on the meaning of the term “hypebeast”, it is agreed that the Hypebeast is someone who obsesses about fashion trends and wants to impress others.

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?

Drops

Streetwear brands are well-known for their “drop” marketing strategy. Many of them have adopted it. The “drop”, which is a small release of “limited edition” clothing at select retail stores or online, involves not letting the customer know about it and often announcing it 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 in clothing drop and have a large following in streetwear. 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’s brand name and “hype”, can be linked to their emphasis on clothing “drops,” when they release new lines. Customers will queue for hours to obtain the new releases every week when they “drop” in their stores.

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.

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.

Social Media

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.

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. Because of the commitment which was necessary to getting hold of these products, it can be argued that consumers had a lot more of a connection to the brand.

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 been teased on social media several weeks ahead of the official date. Twitter also plays a large part in bringing back that community element. 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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