The Evolving Hypebeast Culture
Sitting in line at the next hyped-up drop, a devoted buyer described his intent for braving the hours-long line with one simple statement: “cause they’re fucking cool” (Rajendran 3). People crave having the newest, exclusive item. These items make them stand out as different—different and better. This desire to be unique drives people to wake up at obscene hours of the morning when it is still pitch black outside to go and stand in lines spanning down multiple streets to snatch the next-best, ultra-expensive, limited edition item on the market. This extreme commitment to obtaining specific items is part of what is known as “Hypebeast” culture. The Hypebeast culture revolves around getting one of the rare pieces of the fifteen item line that drops at 7:00 a.m. in only select stores around the globe. The items for sale produce a fad culture not because of their high quality necessarily, but for the feeling of status that they bring—the feeling of exclusivity. The Hypebeast cultural phenomenon, with both footwear and apparel items, has erupted worldwide. People crave getting their hands on these specific “hype” items in part because of FOMO (Fear of Missing Out). FOMO, another cultural phenomena, emphasizes the importance of participating and engaging in all the “coolest” things in life, so that one does not miss out on an experience. People want to be wearing the next hottest item and have others fawn over both them as individuals and the items themselves. Contemporary American society has increasingly developed an affinity for “hype” brands who use limited “drops” and resale markets. This Hypebeast culture drives Americans to abandon their morals and well-being simply because it brings people value through the appearance of prestige.
Rather than prioritizing their overall well being, Americans today derive their value from their appearance, their social status, and their perception in the eyes of others. Owning the newest item on the market displays wealth and the ability to fit in with the latest trends. Capitalizing on this trend, specialty stores like Supreme “restrict access to its apparel and merchandise” with “only seven other retailers carry[ing] Supreme NY accounts” (Rajendran 2). Limited access to an item creates the “hype” and drives desire as exclusivity reigns supreme. Americans have bought into the belief that social status is derived from the appearance of success. Designer fashion is an indicator of wealth and success, which is why “Hypebeast culture is the latest and most conspicuous incarnation of a human craving for social status and prestige” (Pakpahan par. 1). Limited sneakers are a perfect microcosm of the overall Hypebeast culture: social status can skyrocket with a single purchase. This has resulted in “people [becoming] addicted to social worth and sneakers [becoming] the currency of the streetwear subculture” (Smith par. 19). A culture focused on hype has cultivated a desire to own the latest and greatest items: people fear missing out and obsess over looking their best. People enjoy the feeling when others stare at their clothes and recognize the brands and ask, “‘Where’d you get those?’” (Pakpahan par. 3). When designer clothing is identifiable, it validates the purchase. Rarity of items is one of the key motivators in Hypebeast culture; it enables the purchaser to respond “perhaps a bit vainly, that there are only 217 other pairs in the world” (Pakpahan par. 3). This sensation from recognition drives the need to buy more “hype” products. This addiction is only amplified as the consumer realizes the resale value of these items: “a sneakerhead can sell a shoe for hundreds or thousands of dollars more than retail” (Delute 3:46-3:50). Purchasing and reselling becomes an unhealthy cycle. After one “hype” purchase, the consumer engages in an addiction that cannot be subdued, potentially leading to being broke if the buyer does not figure out a resale plan on certain items. American culture has been driven into the viciously cyclical system where after one purchase many more will be necessary because of an addiction that has been created in our minds. Man continually wants these items because of what the items bring with them—an appearance of success. People invested within the Hypebeast culture are willing to ditch financial security and self respect just to gain the appearance of social status.
“Hypebeast” items create an addiction within the consumer’s minds—their entire value is derived from obtaining an item from each and every drop, whatever they are able to buy. One of the most basic fundamental human needs is the need for community and a sense of belonging. Because of this consumers need to have the same sense of style and fashion as one another. A single hype purchase ignites the need to continually discover the next best drop: “buying rare products creates a chemical reaction within our brains” (Smith par. 6). The pleasure center of the brain gets addicted to the dopamine that is released after each “hype” product purchase, thus creating the drive for buying multiple products on a neurological level (Bergland par. 2-3). When one “cops” the newest exclusive item, they are able to experience the addictive feeling that comes with that item—a feeling that can only be achieved in a few ways. Just like a drug addict would obsess over a new prescription, a “hypebeast” addict obsesses over the word “limited edition”: “And in the hypebeast/sneaker community, there are no two words more magical than ‘limited edition.’ Limited edition items are gold in the resell market as they have a one-of-a-kind quality about them that collectors can’t resist” (Haddad par. 6). Being swept up in the addiction of the “hype,” consumers abandon their traditional values in favor of what is needed in the moment.
One of the most unique aspects of Hypebeast culture is the phenomenological effect of validation: a person’s worth is dependent on the greatness of the “hype.” Americans are willing to justify their time and money spent on exclusive goods as a result of this extreme phenomenon. The Hypebeast culture centers around a theory called Veblen good. This theory describes when the demand of a good increases, the price of that good also increases. When prices of these rare “hype” items spike, people try even harder to acquire the item: “‘when you own a Veblen good, you have essentially moved up the social ladder. You become more important by acquiring this thing and you want to pay for it’” (Smith par. 9). While it may seem odd that more people rush to buy an item as the price rises, within the Hypebeast culture the increase in price increases the number of people trying to cop the item as it now displays an even higher symbol of wealth, raising one’s social class or so it would appear. Hypebeast customers are not necessarily from wealthy backgrounds, which furthers their desire to improve their appearance; they want to emulate those above them economically: “the tendency of the rich to parade their wealth is imitated by those on lower incomes, in order to counter any perception of lesser status” (Sihombing par. 5). Phenomenological effects expose the illogical thought process behind the purchasing of Hypebeast items. The willingness of Americans to value status above well-being indicates the grave risk of investing in Hypebeast culture.
Hype sneakers have turned into social currency—rare sneakers dropped in limited numbers at varying stores are gold; these items carry value far beyond that of their monetary cost. Many people find worth and social identity in exclusive “hype” brands because they want to fit in and follow the cultural trends. This drives people to extremes—buying overpriced sneakers or white t-shirts with the Supreme logo that are priced at $200, simply to not miss out on the trend. While purchasing simple, but exclusive pieces of clothing is the newest iteration of this cultural trend, the obsession with wealth and status is nothing new. People from all types of socio-economic backgrounds are trying to get a hold of the next item on the market. Before this “hype” culture started, middle to upper-class families would purchase expensive items to add to their social worth:
‘Keeping Up with the Joneses’ was coined to characterize the phenomenon of self- sufficient middle class families spending their disposable income on items that would enhance their social status—expensive cars, big homes and tuitions for prestigious universities. This phenomenon has existed for as long as private property has, but was often limited to society’s elites, whether nobility or the folks on Nantucket. Hypebeast culture is the inevitable democratization of this phenomenon. (Pakpahan par. 4)
While the Joneses’ were an example of middle and upper class families using their wealth to add to their image, today people from all types of economic backgrounds are taking part in the “hype” appearance. Today, the Joneses’ image has grown to impact all of society—anyone from any social class will do anything to get their hands on the next best thing. Wealthy social-identity is defined by the ability to keep up. The “hype” culture is expanding throughout all social groups in America, and each and every person invested in this style will do whatever it takes to advance his or her social status.
Americans are willing to abandon traditional priorities for the rush and bragging rights of owning exclusive items. People with these “hype” articles of clothing relish the exclusivity in which they can bathe and the prestige that comes with these rare items. Today’s generation is “very aware of different consumer tribes; they look to inspire or impress peers who share the same kind of interests as them, who will recognize that particular T-shirt. So, really, we do it for a very small group of people”’ (Clifton par. 16). Americans thrive on the widespread identification of these brands—the ability to impress others through name-brand hype items drives consumers to do whatever it takes to fit in. People engaging with the trend creates a buzz, which further increases the “hype.” The buzz and attention created by Hypebeast items incentivize the consumer to continue buying: “hype is the most cited reason: that the buzz around the brand is what sustains that same buzz—that a sighting of Drake or Kanye in Supreme is what inspires people to bid themselves into bankruptcy” (Clifton par. 10). Because people want to have clothing that creates talk about the price, rarity, and brand, they will do the utmost to receive any piece of “hype” clothing, even if that means losing almost all their money. Society values surface level appearances. One “Hypebeast” consumer states, “Regardless of the money and being fresh, it’s about looking good and feeling good” (Orloff, Gwyn par. 6). Appearance and trends rule the decisions in today’s culture. Each person wants to “feel good” in what he or she is wearing, which comes from the recognition of the brand and the limited numbers. This addiction causes consumers to obsess over company’s apparel drops, so that they are able to purchase the hottest new item. Each time Supreme, a Hypebeast Brand, releases articles weekly their various stores worldwide, “hundreds of people skip school or work to get first dibs” (Clifton par. 4). Such an addiction shows that people are willing to interrupt their daily lives, which should be more important than purchasing brand name items. These consumers are willing to sacrifice time in school and financial stability of their jobs just to get their hands on some exclusive clothing items.
Just as Americans have sacrificed traditional values of education and working to buy “hype” items, they also sacrifice their value on customer service and human interaction. People have created such a strong desire to have these items—a desire that is not voluntary, but rather required—that customers will do anything to get these items even if it means bad customer service. Many Hypebeast brands do not have superior customer service because they are not focused on the consumer, only on the sale of their product: “Both stores in New York and in Los Angeles have been known for the extremely poor and crass customer service. The low level of tolerance for those unaware with in-store rules—no unfolding, stock is in the back, limited questions, and a get-in-and-get-out policy—has still allowed the brand to thrive” (Rajendran 2). Purchasers within this “hype” circuit are so attached to obtaining the item from a particular brand that they are blindly putting faith into the company. They do not care if they service isn't perfect because that is not what they are there for. People are not looking for quality service, but rather securing an exclusive item.
Even though sneakers and “hype” items will inevitably evolve in each era, this Hypebeast culture will continue to increase and develop in new ways as people’s values of not wanting to miss out on upcoming fads and wanting to fit into society will never fade. Because humans innately long to fit into a society where they can be accepted and liked, the “Hypebeast” culture has flourished. People are presently basking in and will continue to bask in this culture for both the tangible and intangible qualities it brings them—a wealthy look and a good feeling. Man’s desire for this look, feeling, and most importantly attention parallels the way that these items are advertised—all the focus is on the items. In a recent Yeezy shoe ad, the shoe was made the center of attention by printing all wording on the left side of the page in a smaller font and having the shoe enlarged in the center of the ad (Appendix 1). Having the shoe be the biggest thing on the page, the customer’s attention is drawn there first, exactly what the brand is looking for. Making the shoe the center of the ad highlights that the brand and words themselves do not mean as much as the simple item itself. In a different ad for Supreme, everything is black and white except the brand name in the top corner (Appendix 2). Even though the name is smaller than other graphics on the page, making the logo name in red causes it to stand out to the viewer, which grabs one’s attention. Having the name in a different color represents the larger issue within the Hypebeast culture—the obsession and intense focus on a single item, while ignoring and forgetting about everything else. Man’s axiology is prevalently exposed throughout this culture because the Hypebeast culture would be nonexistent if it were not for man’s values that have been emphasized through the purchasing of “Hype” apparel and items. The willingness to abandon one’s values to simply look cool and feel good poses a danger to man’s well-being. While these items are constantly changing, consistency of values defines who a person is for life.