Hypebeast Culture in Australia
First and foremost, what exactly is a hype beast? This term is heavily used nowadays in the modern world, and has a few different meanings and associations. In a nutshell, a hype beast is an individual who has a collection of apparel and sneakers, made up of expensive and trendy pieces. A luxurious lifestyle is relevant towards being a hype beast. Typically, hype beats are subsequently drawn to other luxury and designer items outside of clothing, expensive cars being a good example. This is relevant even if the individual is not well off, and generally a hype beast refers to a male. Overall, a hype beasts motive is to impress and to show off at others.
The term hype beast was first coined by Kevin Ma in 2005, who is the founder of the popular fashion blog hypebeast.com. So generally speaking, hype beast culture dates back to the early 2000s. However, it appears as though it has gained momentum in the recent years, gaining traction from rappers, athletes and influencers.
In Australia, what a hypebeast looks like may slightly differ to those hype beasts in other countries. This is typical in the fashion realm, and each nation has the ability to bring their own flair. With the influence of Japanese street trends, components of hip-hop, and elements of sportswear, a hype beast is likely to wear these types of clothing, often referred to as ‘streetwear’. There is a number of brands that are commonly seen in the hype beast sphere. These brands are seen to cater for such hype beasts, and can be also known as ‘hyped’ brands. Some of these ‘hyped’ brands include: Off-white, Bape, Supreme, Balenciaga and Bape. When looking at each brands products, it is rather noticeable that their offerings come with quite the hefty price tag. This correlates with the idea that hype beasts gravitate towards money-oriented apparel in order to impress others, along with throwing together expensive pieces and calling it a look. By doing so, these individuals acquire the label ‘hype beast’ from others, and can be seen as superficial. Sometimes, hype beasts even use the nickname upon themselves, despite some of the negative associations.
Hype beasts typically consist of teenagers and those in their twenties. This wave of younger individuals are more likely to have ‘disposable income’, especially if they are still living at home. This may allow them to spend their money on expensive clothing, and enabling brands to overprice a product and for it to sell out within minutes. Because of this obsession towards designer and expensive apparel, it further supports the notion that you definitely don’t need ‘style’ to be a hype beast. As long as you can throw on some designer pieces of clothing that showcase a logo or two (the more the better), it can be seen as fashionable amongst other hype beasts. Adversely, this has been great for certain fashion brands who are targeting towards the hype beast demographic. It is easy for these brands to stick their name on all kinds of random items these days. Though, for what it’s worth, no one can really predict how long this hype beast culture will last.