Is Hype Clothing Worth it?
Streetwear is often referred to as “hype clothing” and “bonking”. But do you know what it all means or why it’s called that? Let’s get to the bottom of all this hype and learn more about it.
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 hoodies, trainers, and other casual wear would dominate luxury fashion runways all over the world?
So, why is streetwear so popular? And where did it come a long time ago?
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 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 they may not have any assets, they pretend to have it all. 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 can be traced back as far as 2005, when it was created from the combination of the words “Hype” and “Beast”. Hype refers to extravagant publicity about a new piece of clothing or a trend. “Beast” is slang meaning a person skilled at something.
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.
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” 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?
If you’re familiar with streetwear brands, you will be familiar with the “drop”, a marketing strategy that many brands have adopted. The “drop” marketing strategy involves the release of small quantities of limited edition clothing at select retail locations. These products can also be sold online. Many of these products are announced via social media. This strategy creates urgency and exclusivity in the customer and encourages them to buy quickly to have an exclusive, limited-edition item.
Supreme are the kings and queens of 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 “hype” and brand name can be attributed to the emphasis on clothing “drops” when new lines 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.
These drops were so popular that luxury fashion labels started to copy them and release similar products.
Burberry announced last year a series drops in order to launch their streetwear-inspired range. Customers had just 24 hours to buy. 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 is a key part of the streetwear industry and how brands and products are promoted. Social media can be said to have helped streetwear move from being a subculture into mainstream.
Before the internet the only way you could get the latest releases was to be there at the right times and then search the shops for limited edition products. 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.
Streetwear has become so popular that it is no longer necessary to hustle for exclusive items. They can be obtained with just a click, often without any connection or thought to the brand or their followers.
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 be teased on social media weeks, or even months before the official drop day, and Twitter has also become a major part of bringing back the community element of this culture. Twitter now allows streetwear hype beasts to post conspiracies and discuss when the next drops are.
A new arrival to the Hype Street Wear World is Bonking