The “drop” process consists of releasing small quantities of “limited edition” clothing at selected retail locations or online, these products are often released without much warning and are often announced on social media. If you are familiar with streetwear brands, I am sure you are familiar with the popular “drop” marketing strategy which has been adopted by many of the brands.
How is the “Hype” built around brands? Drops 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. 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.Īlthough there are many conflicting opinions on what “hypebeast” actually means, it is in agreement that a Hypebeast is someone who keeps up with the latest fashion trends in order to impress friends and those around them, they are obsessed with the latest releases and will go to any length to achieve the “Hype”. The term “Hype Beast” 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.ĭespite 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 aboutchea, don’t buy shoes unless they popular”. Equipped with mommies credit card, the Hype Beast will try his hardest to make sure he has every pair of Nike’s he saw Jay-Z wearing on 106 & Park." Although the individual may not have a dime to their name, they like to front like they are making far more then everybody else. "A Hype Beast is a kid that collect clothing, shoes, and accessories for the sole purpose of impressing others."A person who follows a trend to be cool or in style.
Keep reading to find out how the Hype around streetwear a.k.a hype clothing turned into one of the most popular fashion trends in history. So why has streetwear become so popular and where did it come from? Who would have thought that we would be seeing hoodies and trainers dominating the luxury fashion runways across the world? It is common knowledge that in 2019 Streetwear is not just made for the streets, Streetwear is dominating the fashion world and is even making its place known in the exclusive luxury fashion market too. But do you know what it all means or why it's called that? Let's dig in and get some knowledge on all things hype.
You may have heard the term "hype clothing" or "hypebeast" when it comes to streetwear.
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