Is Hype Clothing Worth it?
Streetwear is often referred to as “hype clothing” and “bonking”. 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’s common knowledge that 2019 Streetwear is not only for street wear, but is also a major fashion force in the fashion world.
Who would have thought that we would be seeing hoodies and trainers dominating the luxury fashion runways across the world?
So, why is streetwear so popular? And where did it come a long time ago?
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?
From the Urban Dictionary:
- “A person who follows a trend to be cool or in style. 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.
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”, who are often found outside supreme shops, will be there to make sure they get the latest drops.
What does it take to build the “Hype” around brands and products?
If you’re familiar with streetwear brands, you will be familiar with the “drop”, a marketing strategy that many brands have adopted. 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 is the kings among clothing drops. They also have a huge following in the streetwear world. 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 name and brand hype can be linked to the clothing “drops”, which are when new products are released. Customers will queue for hours to obtain the new releases every week when they “drop” in their stores.
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 have begun to release their products in similar ways after the streetwear brands’ success.
Burberry unveiled a series this year that would allow customers to shop within 24 hours of the announcement. It is quite interesting to see such high-end fashion houses take inspiration form Streetwear companies.
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. It is possible to argue that streetwear has gone mainstream because of social media.
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. 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 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