What’s all the HYPE about?
We see hypebeasts flexing their latest (and honestly overpriced) hoodies on Instagram, or we hear the effects of hype culture when teenage boys are raving about the new Jordan sneaker drop. But in the center of all of this, what is hype?
Hype.
Comedian Hasan Minhaj amused, “Hype is a kind of big excitement that has deep emptiness at its core”.
Streetwear fashion as well as the sneaker game are large components of the so-called “hype” culture that has been widely adopted on social media. Brands such as Off-White, Kith, Jordan, Nike, A Bathing Ape, Stussy, Palace Skateboards, The North Face, et cetera are the epitome of streetwear. Of course, we can’t forget the top dog of them all, Supreme.
What started off as a small skate company in NYC has transformed into a billion-dollar fashion brand at the forefront of hype culture. With its classic box tee logo, Supreme has gained a lot of popularity, and social media is the root of most of the success that this company has had. Once news gets out about a new Supreme collab, it spreads like wildfire on the internet. Hype is essentially this buzz on social media that we create by deciding that an item has value, even though that white t-shirt or grey hoodie may not have much value itself. You could slap a Supreme box logo on anything, and you've just exponentially increased the value of your screwdriver, toaster, shovel, etc.
Supreme’s use of collaborations with other brands has expanded its audience and has created even more hype. Specifically, the Supreme and Louis Vuitton collab was revolutionary and changed the game for streetwear fashion. The juxtaposition of skate clothes paired with the designs of a high-end, luxury fashion brand was embraced by celebrities, influencers, and hypebeasts. Louis Vuitton benefited greatly from this collaboration by appealing to a younger crowd of Gen Zs and millennials and showing them that they could be hip and trendy.
Business.
The unique thing about Supreme, as well as a couple of other streetwear fashion brands, is that the company’s items sell out in mere seconds, and it’s all based on their simple supply and demand tactics. The brand thrives off of its limited items and exclusivity. Because their supply is limited, the demand increases. The concept of conspicuous consumerism is also playing a role in hype culture, in which people spend excessive amounts of money on luxury goods in order to show them off and make a statement about their wealth. Everyone wants what others can’t buy.
Supreme’s use of the “drop” concept is also a clever business tactic. They have a drop every Thursday at 11 am and once items are sold out, they are never coming back. By building up the anticipation, excitement, and hype leading up to the drop, the company’s items sell out almost immediately both online and in stores. Also, because Supreme only has 12 store locations worldwide and only 4 locations in the US, you can imagine the long lines of people camping outside for hours eager to enter the store and cop their items right away when the clock strikes 11.
The scarcity principle is not only used by Supreme, but also Jordan Brand. Jordan shoes are a staple in the sneaker game, and only selling a limited number of sneakers increases the demand of them drastically. Jordan Brand also has drops on specific dates and these dates are usually shared on Twitter and Instagram pages run by avid sneakerheads. (P.S. If you want to learn more about sneakers check out my “Top 5 Nike Sneakers” blog post!)
Originality.
This hype culture raises questions about originality among hypebeasts and their fashion choices and overall style. Hypebeasts seem to only wear expensive streetwear items to impress others and flash their money to everyone on social media. But because they are only going after items that are hyped up and limited, does that inhibit them from expressing their individuality in regards to their fashion?
Some might argue that yes, by only purchasing these expensive clothes to impress others, you are not expressing your own fashion sense and are merely satisfying a superficial interest. However, I think that hype fashion can actually convey your personality by reflecting your passions in skateboarding, hip hop, or rap, which is where hype fashion originated from. I also think that it gives people a sense of belonging by being part of a culture, even if it’s hype culture. Streetwear brands like Off-White, Nike, and Kith also give people confidence, which is something we all strive for, so why should we shame others for investing in things that make them feel cool? I know that when I’m wearing a pair of Jordans or a Nike windrunner, I feel fly even if others don’t know the brands I’m wearing.
I’ll always know, and that’s all that matters.
