Is Hype Culture is Shaping the American Youth?

American Youth is obsessed with the hype culture, and it is shaping the ideologies for many.

With a copious number of articles drops and collaborations (usually limited) the fashion industry is sold out in a matter of seconds. According to Paul Gravette “Hype culture is essentially a term used to describe a generation obsessed with finding the next big thing. It is a culture bent on excitement and adrenaline—almost to the point of self-exhaustion.” Many tend to buy items the second they are released either for themselves or to resell at double or triple the retail price to make a profit.

The power of branding is trending more than ever. Supreme, a streetwear brand has showcased the power of branding in many different ways and a matter of years, has become one of the well-known brands associated with the hype culture. For example, the Supreme-branded Ores was sold in packs of three for $8 beginning February 18, fans began purchasing as many as they could, though not because they are delicious. Buyers did not purchase them to eat them, but to resell them.

“Supreme and streetwear are huge in today’s date. Those things we are buying have the potential to last forever. They could be in museums in 50 years,” said Adrian Noir, an NYC influencer. “Hype culture is like a new generation phenomenon, a revolutionization of fashion.”

The growing demand for streetwear products is the main driver for the skyrocketing popularity of hype culture.

Similarly, Travis Scott, a popular rap artist came out with his cereal collaboration with Reese’s Puff, sold out within seconds, and now reselling at $50 for a box on Amazon.

“I love Travis Scott, so anything he releases I want it.” Lindsey Hahn, a Wittenberg University sophomore said, “I wanted to get the cereals, but they were sold out in a minute, so I settled with Cacti [Travis Scott’s recently released seltzer brand].”

Hype culture is not only limited to wearing a certain brand or buying the most expensive clothes. Sometimes it revolves around the names that are associated with the brand such as supermodel Kendall Jenner’s newly released 818 tequila that sold out in a matter of minutes at the price of $60 and now reselling at $100-$120.

“When you get something that is so good, and so rare, you feel good,” said Corey Winston, NYC-based fashion photographer.

Kanye West’s article brand Yezzy is also another well-known streetwear name. Yeezy is known for its clothing and specifically its shoe collections. Many spend hours in the lines outside of stores at Lower East Side, Manhattan to get the latest items.

“I know of people who camp out to get the latest Yeezy shoe collection, I have even seen people hold spots in these long lines for one another,” said Noir.

While some spend hours in lines waiting, others use the easier, but costly route of buying the item in the resell value. According to Asia One, the sneaker resale market is estimated to be $2 billion.

Some even call the popularity of the hype culture started to pick up when brands such as Supreme collaborates with some of the younger generations’ most popular and innovative designers, artists, photographers, and musicians. It is they who have helped to define Supremes’ unique identity and attitude. Their strategy has been highly successful: Take streetwear and brand-name products, redesign them with the Supreme brand and sensibility, and create massive demand.

“I usually have notifications on for the Snkr app (Nike sneaker app), so I can purchase at a retail price then sell the same sneakers for at least double or triple, if not more,” said Noir. “That’s how you make a profit and it’s fun.”

The drops show up on weekly “drop lists” that you can view online. For example, Coast Dunks were retail priced at $100 at the Snkr app 2 months ago. Due to the limited supply, only some people got their hands on the shoes. While some kept the product to themselves, many listed it on websites such as StockX or Goat to resell at the whopping price of $450. StockX and Goat are companies known for authenticating the resell products and many people go through their website to make sure they are getting a real product.

While Hype culture is on the rise and it is growing by every second, some professionals who work in this field fail to recognize the “hype” behind the hype culture.

“It is part of my job to recognize the trends, and Hype culture has become a big part of it,” said Kelsey Castañon, Pop Sugar beauty editor. “It is important to take a second and realize that it is okay if you don’t get the latest trend. After all, it is a trend, and it will be replaced someday.