By Syamil Sapari, Jasia Shamdasani & Dylan Kok
To many, one’s fashion sense is a personal statement. However with an increasing similarity of designer fashion apparels, certain individuals who dress with a different purpose are being drowned out by the masses as CNA insider finds out.
Evolution of the ‘hypebeast’ lingo
Singapore: With every generation that emerges, a certain fashion trend will gain traction as well. Coupled with the rapid advancement of technology and social media, the “hypebeast” theme is dominating the young adult and youths market as the “go-to” way to dress up.
Originating from US sneaker-culture, the term “hypebeast” was first used to separate individuals who were simply in the market to buy cool and trendy shoes from “ Original (OG) sneakerheads”. Sneakerheads deemed themselves to be enthusiasts that not only collect shoes but is very knowledgeable about the history of the sneaker and its meaning whereas a “hypebeast” was more of an insult, referring to an individual who only buys shoes that are popular and cool.
However the modern “hypebeast theme” was coined after the term “hypebeast” was increasingly used as a label for individuals who are particularly interested in impressing other people via buying cool and trending new clothes, shoes or accessories especially designer brands such as Supreme, Gucci, Versace, Nike, Adidas and Champion to name a few.
As we spoke to Mr Jonathan Fong, the co-founder of Sole Superior, a local premier sneaker and streetwear convention, he defined “Hypebeast” as a term “created in the age of the internet boom. Depending on the intent by the user, it is a term that generally has negative connotations.”
Due to the growing negative public perception of trying to impress people with material possessions, the labeling of people as “hypebeast” has gradually taken on a slightly “derogatory” tone. With many more joining the fashion bandwagon as well, the tendency for the public to generalize those who dress similarly in the same group as “clout chasers” which certain individuals feel that it's unjust.
Drowned Out By The Bandwagon
Fashion enthusiast Edward Siew, 19, who started wearing streetwear since he was in Primary 1 is amongst those who do not fancy being called a ‘hypebeast’.
“There is a very big misconception between a ‘hypebeast’ and a fashion enthusiast. A fashion enthusiast collects purely based on passion and love for fashion. However, someone who is ‘hypebeast’ does it to flaunt or look good,” said Edward.
Over the 12 years of collecting streetwear apparel, Edward has spent about $15,000 to maintain this hobby of his.
He owns about 10 to 20 shirts per brand and has about 30 shoes to his name.
Nowadays, he spends about $2000 a month just to pursue his hobby. In order to continue with such a lifestyle, Edward works as a photographer and videographer.
“I think if you spend more than $100,000 on just one brand alone, I think it is a waste of money. I am more realistic, I spend on what I like instead of just focusing on a specific brand,’ said Edward.
Edward first started wearing streetwear because he was not able to fit into the average sizes available in Singapore.
“When I was young everyone would wear clothes from brands like Giordano or Bossini, but I couldn’t fit into those because they were asian sized. So, I had to look at american alternatives, like Stucci,” said Edward.
When asked if he had ever been labeled a ‘hypebeast’ by others before, Edward quickly replied with a strong ‘yes’.
“Usually when I go into a new environment, like a new class, or a new workplace, people will normally tell me that I look very ‘hypebeast’. The term has been so badly misused that I wish there was another word for well-dressed people,” said Edward.
Edward also takes pride in certain items, especially his first ever designer graphic tee by Stussy he owned since Primary One. Despite outgrowing it, the sentimental value of the shirt coupled with the brand’s historical story of being the pioneers of the graphic tee revolution in the 1990s is enough for Edward to ensure it has a special place in his wardrobe.
Passion not Popularity
With the massive tidal wave of designer brands trying to grab a share of the market, it is natural for lesser known brands to be engulfed or overshadowed in the competition.
This is why some take the route of buying lesser known brands to separate themselves from those who buy solely from mainstream brands. Edward has taken a liking to a brand called “The Salvages”. Unlike their bigger competitors, they adopt a different business strategy by generating interest through a limited supply of apparel which makes it more difficult to obtain a particular merchandise.
Not a label, but a compliment
Unlike Edward, 19-year-old polytechnic student, Marcus Yap who just started collecting streetwear apparel takes being called a ‘hypebeast’ as a compliment.
Said Marcus: “I like being associated with the term. I think it means something positive and it often means that someone is hip and cool.”
When asked how he would describe his style, Marcus said he prefers wearing “short sleeve or long sleeve tees with mostly minimalistic designs paired with skinny jeans or fitting bermudas and a good pair of white sneakers.”
However, that being said, Marcus agrees that many have the impression that people who are ‘hypebeast’ are people who are willing to spend a lot of money on simple t-shirts.
“While these stereotypes are true to an extent, not everyone does it to show off to others. There are many who buy streetwear for the design instead of the price or the flaunting,” said Marcus.
Ever since Marcus started collecting streetwear a few months ago, he has spent over $500 on streetwear apparels.
At first, Marcus did not think that he would be able to pull off the ‘hypebeast’ look. However, he became open to the idea after his friend encouraged him to try it.
Said Marcus: “My friend was someone I never expected would suit this kind of style so well, so this kinda showed me that almost anyone can get into the culture and pull off the look as long as they are willing to put in the effort to do so.”
After getting his very first streetwear shirt, Marcus has never looked back since.
“In my opinion, I think doing all this is worth it because I like it and I wear it often. It's just like how gamers spend thousands on their computers and photographers spend thousands on their cameras. In the end, it really depends on what one values enough to invest more money in and for me that is streetwear,” said Marcus.
The term ‘Hypebeast’ has been so commonly used that it is now hard to draw the line between a fashion enthusiast and someone who is collecting streetwear just to show off.
“In my opinion labels and terms such as "hypebeasts" are decisive; the same as "goths" "punks" "burnouts" they carry the some form of negative assumption and stereotype from the user,” said Mr Fong.
Mr Fong also added: “The truth is people are complex and unique and have as much strengths and qualities beyond a label or categorization.”
Streetwear and skatewear is just an expression
For others, it’s not so much of a way to show off, but rather a way to express themselves through what they wear and what they do.
These people are neutral towards the term “Hypebeast”, as they don’t care about labels.
Wong Jifa, 22, is an NSman who’s into “Hypebeast” culture as well. As he is decked in his army uniform on weekdays for his mandatory national service, he takes on an entirely different look during weekends.
“I think “hypebeast” as a term gets mixed up with skateboarding culture sometimes. For me at least, I do it to express myself through what I wear. I wear what I want, and I don’t care what they call me,” said Jifa.
As skateboarding apparels are synonymous with streetwear, it’s no surprise that they’re often misunderstood with each other.
“When I skateboard, I want to wear what’s nice and comfortable. Often times, these “nice” and “comfortable” stuff are what they would associate with “Hypebeast” (term), but personally I just wear them because they’re nice and comfortable for skateboarding,” Jifa added.
Drawing a line
With every trend, general opinions towards it will naturally be split into three camps, with the main two being either the advocates or the opponents. The third camp consists of individuals who are neutral towards the term and just choose to wear what they want without giving a second thought whether they are “Hypebeast” or not.
The release of new designer items throughout the fashion industry will no doubt continue to spur the changes within the streetwear community. As more luxury designer brands like Balenciaga start to slowly shift their focus to the streetwear market, the cost of being a “Hypebeast” will surely rise.
The cost of looking good might seem too high in terms of the value but be it for self-expression or for boosting one’s reputation in the eyes of others, it is safe to say that men’s fashion will continue to evolve to suit the demands of the masses.
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