In fact, it more than lives on: it’s become ubiquitous, so something that was originally intended to subvert the traditional fashion industry has been subsumed by it, with many top brands like Adidas even creating shoes specifically to play on its popularity.
For the uninitiated, it all started with a college student called Kevin Ma who wanted to share his love of obscure sneakers and other street fashions with the world. He chose the name Hypebeast after the slang expression for someone who slavishly follows trends. From an originally quite disparaging meaning, it has now come to have far more positive connotations altogether. Its influences have also started to be felt in a number of other sectors too.
Today’s typical fashion hypebeast is someone with a wide network of social media contacts with whom they share the latest in street trends. Their whole purpose is to be not just a few steps ahead of the trends, but light years away from the major fashion brands.
left: Adidas Originals by Daniëlle Cathari RTW Fall 2018