The hype cycle describes the recurring pattern of interest in streetwear brands, styles, and products: emergence, rapid growth, peak hype, saturation, decline, and sometimes revival or continued relevance at lower intensity. Brands experience hype cycles—Off-White went from underground to everywhere to backlash within a few years. Individual products follow similar arcs: a sneaker releases, gains traction, peaks, becomes played out, and sometimes achieves vintage appreciation later. Understanding hype cycles helps consumers make informed decisions: buying at peak hype means paying maximum premium for something that may soon feel dated, while recognizing emerging brands or predicting revivals can yield both style satisfaction and value. The hype cycle also explains streetwear's constant need for novelty—once something reaches mainstream saturation, the culture moves on, seeking the next underground thing. Brands that survive multiple cycles typically do so by maintaining core identity while adapting to changing tastes, avoiding the trap of chasing their own peak moment.