Is Hype Clothing Worth It?
Perhaps you’ve heard of the expression “hype clothing” (or “bonking brand”) when it comes down to streetwear. 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’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.
It is amazing to think that trainers and hoodies will be dominating luxury fashion runways around the world.
So how did streetwear become so fashionable?
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 who follows the latest trend to be fashionable or trendy.” 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 the individual may not have a dime to their name, they like to front like they are making far more then everybody else. The Hype Beast will make every effort to have every pair [sic] of Nike’s he saw Jay-Z sporting on 106 & Park.
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.
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” will often be found camping outside supreme store to ensure that they are first to receive the latest drops.
How does “Hype” work around brands?
Many streetwear brands use the popular drop marketing strategy. 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 is designed to make customers feel like they need to act quickly to secure a limited edition product.
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 name and brand hype can be linked to the clothing “drops”, which are when new products are released. 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 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 announced last year a series drops in order to launch their streetwear-inspired range. Customers had just 24 hours to buy. 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 plays a significant role in streetwear’s scene. It is how brands and products get “hype”. Social media can be said to have helped streetwear move from being a subculture into mainstream.
Before the internet, there was no way to obtain the latest releases. The only way was to be at the right spot at the right time. 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.
The rise of streetwear via social media means that hypebeasts don’t have to hustle for the latest limited edition items. It is possible to often get them at the click of one button with little to no connection to the brand and 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 are now possible to be teased on social networking weeks, or even months, before the official drop date. Twitter has also played a significant role in bringing back the community aspect 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