Streetwear 101: what makes a piece of clothing 'hype'?

Streetwear has its roots in America in the 1980s and 1990s, where skateboarders, hip hop artists, surfers and graffiti artists began to develop their own style – comfortable, bold clothing, often with brands or messages.

Streetwear is more than just a style of clothing – it’s a way of life, a social identity and a fashion culture that has a huge impact globally. Streetwear has now become part of high fashion, as evidenced by the collaborations. But what makes a piece of clothing hype , that is, particularly sought after and desired?

The word "hype" in Hungarian means exaggeration. When a company wants to launch a new product, it creates a lot of advertising and hype for the product before it is released, so that it will sell better and more people will buy it. This can also go wrong, if the product does not meet expectations, then we say that the product is overhyped. In such cases, customers try to voice their disappointment in every forum, which can ruin the company's good reputation.

We talk about hype when the garment is at the same time rare, stylish, unique and in some way connected to contemporary culture, such as a famous athlete, singer or a well-known prominent brand.

A garment doesn't become a hyped garment by accident. There's a lot of work behind it, conscious branding, limited edition, good marketing and collaboration with a contemporary famous artist. In the world of Streetwear, hype is almost currency. If the following ingredients are present, then it's almost certain that the garment will become hype.

Limited edition

One of the most important factors that makes a streetwear piece hype is its limited edition. Limited edition is not just a production number – it’s also a marketing tool and a status symbol. For streetwear fans, it often means: Either you snap it up now or you’re left out forever.

Celebrities and influencers

When a local star wears it, the garment is instantly put in the spotlight, as people want to imitate them, which creates demand. This is how a cult streetwear piece is born.

Collaborations

Streetwear is no longer just a style for young people – this global fashion culture started on the streets and now even the biggest fashion houses are bowing down to it. The fusion of big names gives a new dimension to the garment – ​​it can become a collector's item.

Collaborations not only bring new designs, but also new audiences.

Social media & marketing

Social media has become one of the most powerful weapons in modern streetwear marketing: Instagram, Reddit, YouTube, and TikTok can explode around a single drop. When a piece of clothing becomes popular, the hype becomes self-sustaining – even people who don’t know why want to own it.

Resell value

Streetwear is not only a style, but increasingly a financial opportunity. This means that if you buy a piece of clothing for 20,000 forints and the stock runs out, you can sell it on a secondary market for multiples of that value. The price depends on several factors:

• How rare and sought after is that piece?
• who bears it,
• how much interest there is in the given piece,
• when was it launched?

Brands That Are Spinning Right Now (and Why)

Trends in the world of streetwear change quickly, but there are a few brands that are currently in the spotlight.

Supreme

Supreme is more than just a brand – it’s a cult, a movement and a legend. It started in 1994 as a small New York skateboard shop and has now grown into one of the most recognizable and shared streetwear brands in the world. The classic hype brand that releases a new collection every Thursday. The iconic box logo and limited availability still work today.

Stussy

Stüssy is one of the first streetwear brands to lay the foundation for the entire culture that it is today. If Supreme is king, then Stüssy is the forefather – in terms of style, authenticity and timelessness. The OG streetwear brand is now experiencing a new renaissance, mainly due to its retro and vintage-inspired pieces.

Trapstar

Trapstar is a London-based streetwear brand born from the intersection of music, ghetto culture and rebellion. They don't just make clothes - they sell a lifestyle inspired by the musical worlds of trap, grime and UK drill. They started out on the streets of London and became a favorite in the grime and rap scene for their hard, dark style.

Aimé Leon Dore

Aimé Leon Dore (ALD) is a brand that blends street style with classic elegance. If streetwear had a mature, clean, yet coolly casual character, it would probably be Aimé Leon Dore. The uncrowned king of modern street-prep style. Elegance is mixed with streetwear casualness – their New Balance collabs are particularly sought after.

Sp5der

Sp5der is one of the most striking, distinctive streetwear brands of the early 2020s. Not classic, not refined, but striking, colorful and bold, just like the trap culture itself, from which it grew. Young Thug's "spider" brand, whose bright colors, sloppy letters and wild patterns have made it a favorite of the new generation.

Essentials

Essentials is one of the kings of clean streetwear – oversized cuts, neutral colors, premium materials. As a sub-brand of Fear of God, it brings minimalist luxury at a more affordable price. It's the perfect base for any outfit, goes with any shoe. If you're looking for a clean but striking style, this is your choice.

What are “drops” and how do you get them?

The word “ drop ” in the streetwear world means: limited edition, timed release. When a brand releases a limited edition of a new collection, they are often only available for a few minutes.

How it works:

1. Brands announce in advance when the next drop will be. They announce it via Instagram, newsletter or app.
2. You can only get it online and/or in physical stores. It's usually out of stock - if you miss out, there's a resale.

Tips for a successful drop:

• Sign up for newsletters – Supreme , ALD, Stüssy , etc. always send notifications.
• Follow drop-info sites – e.g. @dropsbyjay, @copdate, or Reddit /r/streetwear.
• Use autofill and fast internet - everything can happen in seconds.