fbpx

Select Page

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,...

read more

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...

read more

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...

read more

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...

read more

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...

read more

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,...

read more

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...

read more

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...

read more
Fashion
From Fig Leaves To Hype Wear

Are Hype Clothes Worth the Hype

In streetwear, you might have heard the terms “hype clothing”, or “bonking brand”. But do you know what it all means or why it’s called that? Let’s take a look at all the 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.

We would never have guessed that trainers and hoodies would soon be on the fashion runways of luxury fashion houses around the globe.

So why did streetwear become so famous?

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, exactly?

From the Urban Dictionary:

  1. “A person following a trend to keep up with fashion or cool. 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. Although the individual may not have a dime to their name, they like to front like they are making far more then everybody else. 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.”

“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.

While there are many different definitions of “hypebeast”, most agree that it refers to someone who is obsessed about the latest fashion trends to impress their friends.

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 the “Hype” come about?

Drops

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 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 is the king of streetwear and has a huge following. 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 “hype” which surrounds the brand and the brand name can be linked back to their focus on clothing “drops” when releasing new lines. 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 are now following the footsteps of streetwear brands and releasing their products in similar ways to these success stories.

Burberry unveiled a series this year that would allow customers to shop within 24 hours of the announcement. It is certainly interesting to see high end fashion houses taking inspiration from Streetwear companies and it raises the question as to what the future holds for clothing releases and if these “drops” will evolve.

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

The streetwear scene is also heavily influenced by social media and the “hype” created around brands. 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. 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.

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 can be teased via social media for weeks or months ahead of the actual drop date. Twitter is also a key part of bringing back this community element. Twitter allows you to talk about and conspire with other hype beasts regarding the next drops.

A new arrival to the Hype Street Wear World is Bonking

Comments

0 comments

Pin It on Pinterest