Hypebeast (website)

Hypebeast is a Hong Kong-based company that focuses on streetwear and youth culture. It is also the name of a youth subculture, called "Hypebeast culture." Originally known for the online magazine Hypebeast, Hypebeast was originally founded in 2005 by Kevin Ma as a sneaker blog. Today in the contemporary streetwear and sneaker youth subcultures, it is especially known for its "Hypebeast culture".[1]

Hypebeast
TypePublic
SEHK: 150
Industry
  • Entertainment
  • E-commerce
Founded2005
FounderKevin Ma
Websitehypebeast.com

History

In addition to the Hypebeast website, which is in multiple languages, there is also Hypebae for women, the publication Hypebeast, and their store HBX. In 2018, the company organized a festival called Hypefest in New York City.[2]

Hypebeast Japan was established in March 2019. Akihiro Wajima, then president, left the company on December 31, 2020.[3] The editor-in-chief is currently Yuki Abe.[4][5] Hypebae Japan and Hypegolf Japan were launched in 2021.[6]

Hypebeast culture
Main article: Streetwear § Hypebeast culture

"Hypebeast" (occasionally "hype beast") culture is a colloquial term that at first was considered a derogatory term until Kevin Ma reappropriated it to be used as the name of his fashion blog, Hypebeast. Today, many people will actually refer to themselves as "hypebeasts," taking it as a term of endearment (much like the evolution of the term otaku in Japanese popular culture).[7]

"Hypebeast culture", connected to streetwear, first appeared in California, then migrated to New York, from there to London and Tokyo.[8] Hypebeasts are defined as buying clothes and accessories to impress others.[9] This trend is inspired by a 1990s fashion for clothing covered in brand names and logos.[10]

Hypebeast festival

"Hypebeast" also holds a festival-type event called Hypefest for street fashion lovers.[11] Hypefest was first held in New York in October 2018.[12][13]

See also

References
  1. Zax, David (Feb 27, 2012). "Fast Talk: How This "Sneakerhead" Built A Major Online Magazine". Fast Company. Retrieved April 5, 2020.
  2. "「ハイプビースト」創業者が明かすメディア誕生秘話とNYの「ハイプフェスト」". WWDJAPAN.com (in Japanese). 2018-09-17. Retrieved 2021-01-16.
  3. "ハイプビーストジャパンの和島昭裕社長が退社". WWDJAPAN.com (in Japanese). 2021-01-02. Retrieved 2021-01-16.
  4. "BerBerJin や Dog など渋谷・原宿の古着屋が集結する一夜限りの "Vintage Fashion Show" が開催". HYPEBEAST.JP. Retrieved 2021-01-16.
  5. "adidas Originals がサステナブル仕様に生まれ変わった Stan Smith を祝したトークセッションを開催". HYPEBEAST.JP. 2021-04-14. Retrieved 2021-04-26.
  6. "日本版「ハイプビースト」が新規事業に見出す勝機 女性向け「ハイプベイ」などで". WWDJAPAN.com (in Japanese). 2021-04-23. Retrieved 2021-04-26.
  7. "The Evolution of the Hypebeast: An Illustrated Guide". Complex. Retrieved 20 November 2019.
  8. Bain, Mark (May 22, 2019). "Streetwear is what happens to fashion when consumers start dictating the terms". Quartz. Retrieved March 24, 2022.
  9. "All Your Questions About Hypebeasts, Answered". Bustle. Retrieved 7 September 2019.
  10. Groce, Nia (15 March 2018). "Will the '90s Logo Trend Last? Here's What the Experts Have to Say". Footwear News. Retrieved 7 September 2019.
  11. Ortved, John (Oct 12, 2018). "What 9 Hypebeasts Wore to Hypefest". The New York Times. Retrieved April 5, 2020.
  12. Witte, Rae (Sep 26, 2018). "HYPEBEAST Is The Latest Media Site To Jump On The Conference Bandwagon". Forbes. Retrieved April 5, 2020.
  13. Penny, Daniel (October 17, 2018). "Gucci Mane Among the Hypebeasts". The New Yorker. Retrieved April 5, 2020.
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