Hype refers to the cultural excitement and demand surrounding a product, brand, or release. In streetwear, hype can be organic—emerging naturally when a community recognizes quality, innovation, or cultural relevance—or manufactured through marketing, celebrity endorsement, artificial scarcity, and strategic collaborations. Organic hype historically built brands like Stussy and Supreme, where reputation spread through word of mouth and genuine community adoption. Manufactured hype relies on limiting supply below demand, securing celebrity placements, and creating FOMO (fear of missing out). Understanding the difference is considered essential for navigating streetwear authentically. Items can be 'hyped' (highly anticipated), brands can 'have hype' (cultural momentum), and releases can be described by their 'hype level.' The economics of hype directly influence resale markets, where hyped items command multiples of retail price.
Hype
The collective anticipation and excitement surrounding a brand, release, or collaboration.
Origin & Etymology
Derived from 'hyperbole' via the shortened form 'hype' meaning exaggerated publicity or promotion. The term has been used in entertainment and marketing since the 1960s but took on specific meaning in streetwear culture during the 2000s sneaker and streetwear boom.
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Hypebeast
A person who chases trends and logos over genuine style, buying based on perceived status rather than personal taste.
Drop
A scheduled, often limited product release that creates urgency and community ritual around new pieces.
Grail
A highly coveted, often rare piece that represents a personal holy grail for a collector.
Resale
The practice of buying streetwear items to sell at markup on the secondary market.
Collab
A collaboration between brands, artists, or designers to create limited products.