You either shop and style your self with what they sell or you get called a Hypebeast by someone not giving you a compliment. The shopping side is well curated and impossibly cool, Hypebeast is an online cultural hub that highlights the “progression of fashion through visual inspirations… [and] culturally-relevant content such as art, music, design and lifestyle.” In addition to its website, Hypebeast has Twitter, Instagram, Facebook and YouTube accounts that together form an oasis of architecture, Adidas, Supreme and the music industry’s elite, from Kanye, to Beyoncé and Pharrell. It covers everything from footwear to “fashion, music and creativity” through articles, visuals and compact snippets of news.
Hypebeast is the epitome of modern-day cool, representing the ever-emerging subculture of ‘90s-inspired clothing and music, from Adidas Originals tracksuits to ’90s style hip-hop. We all know the type. They are impossible to ignore as they hang out, effortlessly cool on Camden bridge: the Hypebeast beast. From the Billionaire Boys Club cap, down to the Yeezy trainers, they’re the friend we all want — even if it’s just to steal their clothes.
Hypebeast is characterised as the “definitive coverage of style and culture”, and it’s at the heart of being a young, culturally informed consumer, offering fashion news to the sartorially concerned and contributing new and interesting articles on collections, launches, collaborations, and editorials. As well as articles, Hypebeast’s website has retail links to a wide selection of brands featured in the journalism area of the website, selling everything from shoes, jackets, and hoodies to jewellery, watches, and bags, catering to both male and female shoppers.
Hypebeast’s online cultural platform indulges in both art and music, delving into the brightest and most interesting exhibitions, galleries and artists to explore around the world. Work from renowned popular culture artists like Banksy, Ron English and Jeff Koons are covered closely, from curations to controversies. Musically, Hypebeast covers all things hip-hop, as well as industry news, new releases, and collaborations.
Artists such as Kendrick Lamar, Drake, and Chance the Rapper feature heavily, as do continuing stories on the historical hip-hop movement, from artists such as Tupac and Suge Knight. Hypebeast also reports on sport, food and entertainment with a focus on traditional news stories that could be found on any other popular news website. However, Hypebeast is not like classic popular news websites as it pores over fashion, design, culture and music for the critically aware, fashionable consumer. It’s a place for the ultra-cool and can feel out of reach for some of us mere mortals who couldn’t pull off Yeezy merchandise however hard we tried.
Hypebeast collates a wide variety of cultural information and transports it into a well-curated website and social media accounts. Hypebeast’s content is revolutionary in terms of the music, fashion and art it covers. It is hyper-aware of the tastes of people who are highly interested in both culture and design but who also want to consume very fashionable goods and aren’t shy about showing off their Louis Vuitton trainers. Hypebeast is cool but it also has a great knowledge of art, music and design, and the people who read it are no different. Keep keeping it cool, Hypebeast!
by Ella Neish