Is Hype Clothing Worth it?
You may have heard the term “hype clothing” or “bonking brand” when it comes to streetwear. You may have heard the term “hype clothing” or “bonking brand” used to describe streetwear. But what do you know about it? 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.
It is amazing to think that trainers and hoodies will be dominating luxury fashion runways around the world.
So, how has streetwear grown to be so popular and from where?
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?
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 they may not have any assets, they pretend to have it all. Equipped with mommies [sic] credit card, the Hype Beast [sic] will try his hardest to make sure he has every pair of Nike’s [sic] he saw Jay-Z wearing on 106 & Park.”
The term “Hype Beast” or “Bonking Brand” can be traced back to 2005 when the term was coined as a blend of the two words “Hype” (which in this instance refers to the extravagant publicity around a new item of clothing or a trend), and “Beast” which is slang for a person who is skilled at something, in this case a person who is skilled at keeping up with the latest fashion trends.
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.
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”.
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 “Hype” work around brands?
Streetwear brands are well-known for their “drop” marketing strategy. Many of them have adopted it. 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 are the kings in clothing drop and have a large following in streetwear. The brand was founded in Manhattan in 1994. It has since grown to a cult following all over the globe and collaborated with major brands like Nike, Vans, and North Face.
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 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.
Many luxury fashion labels are following suit, releasing similar products after streetwear brands have enjoyed success.
Burberry unveiled a series this year that would allow customers to shop within 24 hours of the announcement. 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 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. These products could only have been obtained if the consumer was willing to make the effort. This allowed them to feel a greater 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 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