Are Hype Clothes Worth the Hype
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 dig in and get some knowledge on all things hype…
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 discover how the Hype Around Streetwear, also known as hype clothing, became one of fashion’s most beloved trends.
What is a Bonking Brand, exactly?
From the Urban Dictionary:
- “A person following a trend to keep up with fashion or cool. 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. The individual may not have much, but they love to pretend that they make more than the rest. 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.
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”, 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.
How does “Hype” work around brands?
Many streetwear brands have adopted the “drop” marketing strategy. 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 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 and queens of 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. Every week these products “drop” into stores and people will wait in line for hours just to get their hands on them.
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.
Many luxury fashion labels are following suit, releasing similar products after streetwear brands have enjoyed success.
Burberry launched a series to introduce their new streetwear range last year. Customers could purchase the drops within 24 hours. It is interesting to see fashion houses taking cues from streetwear brands.
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, 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.
Social media has made streetwear more accessible than ever. This means that people don’t need to hustle to grab the latest and greatest items. With little to no thought or connection to brands or their communities, they can get it done quickly.
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 can now be used by hype beasts for discussing and conspiracies concerning the next drops.
A new arrival to the Hype Street Wear World is Bonking