Have you ever seen a person kitted out will all supreme logos, from caps to hoodies all the way to shoes, or maybe they were wearing kanye west yeezys, or frankly anything which has been worn by an influential hip hop star, well they might be hype beasts.

A new culture is setting its feet firmly into the ground in the world of fashion, wearing the most exclusive, expensive and lavish clothing. It seems having some sort of style has went out the window, rather pieces of clothing which have the highest recognition among fellow hypebeasts is the way to go.

Camping in front of retailers for hours sometimes days to get the latest offering  has become a regular, when pieces of clothing are announced months before released the preparation starts where and when will they have to be to obtain the product.

Fostered by the very smart business mechanism of selling the idea that the product is limited, creating hype which generates a must have thought process, and sure does it work. One of the key front men of the rise of hypebeasts is Supreme, the skate brand has always has kept a limited stock selling platform, depending on the product such as the nike x supreme foams have caused havoc due to such a desire of people wanting the shoes to the point police were called and the store was shut down to tackle the commotion.

One major component of the culture of the ‘hypebeasts’ is content sharing on forums, social network sites and personal websites designed to showcase or rather ‘flex’ on others of their prized and valued collection.  Sharing ones ‘fit’ creates discussion on how well the individual has coordinated their pieces of clothing together and whether it works, more expensive pieces are valued higher where people state their envy and praise the person for having such product.

Key celebrity endorsement of clothing by simply wearing clothing are also fundamental,  figures such as Kanye West, ASAP Rocky and Wiz Khalifa are frontal to what is the next must have piece of clothing; Rockys involvement with Guess and otherwise ‘dead’ brand saw sales booming for the select products rocky endorsed.

It seems this opening of individuals who are willing to splash masses amount of cash on clothing which is created to be rare and selective, but also endorsed by celebs is a strategy will be ever so profitable for retailers and even the resellers who will gladly profit off small supply but huge demand.

The point of concern is how this impacts the image of fashion, it can be seen that this whole ordeal is about the value of clothing in monetary value, despite quality, look or aesthetic. The damage that this does is that people disregard beauty and what these items do, a t shirt which costs 500$ on ebay with the simple ‘supreme’ logo doesn’t do anything to stimulate the eyes.

What this leads to is someone kitted out in thousands of pounds of items thinking that price of the items and demand equates to looking good. Sure on the rare occasion it could look great when pieced together well, but the point being about this all comes back to a great saying ‘money can’t buy taste’.


One thing i see quite often that truly grinds my gears is the equivocation of the experience of buying clothes or anything that is supposedly fashionable into the idea that you love fashion and what it stands for.

First of all i would like to say i understand that the perverse nature of fashion leans towards being something which is not defined, held down or absolute. The nature of fashion is beyond that, i will get on to that nature.

What i am talking about this instance is this idea that the love of buying clothes and anything fashionable is the same of what loving fashion is, let me explain this through an analogy. Many of us enjoy cars, especially fast and luxurious ones, now lets imagine you got the chance to buy one, the experience of going to the dealer and having the ability to choose the colour, seat lining and what shade of brown you want on you’r dashboard. Finally bringing the car home, you go out and drive it and love it. You carry on loving it driving it around, looking at others and comparing how superior you car is. Now for many of us, this would remain a constant. Many of us wouldn’t turn around and go, we love the mechanics of the car, engineering ferocity that it has, how one was built then stating the want to go into the car industry, sure i am not speaking for everyone as for a small percentage of buyers this may become the case, rather i am talking about someone instead of going into the background of it all, would just want another car which is faster and more luxurious.

As many of us, we forget the background of these sorts of creations, fashion being the same, the amount of work that has to go in, the shear amount of trial and error, repetitiveness and working over hours , with little reward. and this is not even a percentage of it all, the image, the vision the context in which the clothes or brand is centred around.

Fundamentally what i am trying to get is that fashion isn’t just simply the buying experience, many students who venture in to the study of fashion realise this, it isn’t all glitz and glam, granted this is what it seems and there is certainly an element, but the fashion world is far beyond just that and for a person to truly call themselves a fashion lover in my eyes is someone who sees far beyond the image that fashion seems to present and understand the multiple levels fashion is.

If you believe that fashion can be and is equivocal to simply the act of buying and everything that coincides with the pleasure of purchasing provides is central to fashion, as this is the force that beckons the fashion industry. I would say that you are placing materialism on the same plateau as fashion, reducing fashion to simply a form of business, a means of selling combinations of materials for profit. You might say stating fashion in this way is wrong as it is so much more, well this is the point i am providing with the people who think they know when they say they love the fashion industry and what to be apart of it. As the standpoint that fashion is vain and is just a creation of the capitalistic machine to create class divisions and subjugate us to differences and separation, one must view this as naive and not fully informed, sames goes with the point i’m trying to make.

What i wanted to accommodate in this writing was fashion isn’t simple, buying ‘fashionable’ items over the counter shouldn’t be the pretext for you to call yourself someone who is a lover of fashion and by no means, i would like to stress is that people who like fashion and would call themselves fashion lovers aren’t real or not good enough, all i am trying to state is that we must value what fashion is, the glitz the glam but also the scrutiny that is the backstage of it all, i want people to know the ins and outs not just the ability of buying items with a affectionate nature believers that they love all that fashion has to offer as the reality there is a lot to know, the beautiful and the ugly, but please look into it all and then with enough knowledge you can truly call yourself a lover of fashion.

The recently released Yeezy 350’s by Kanye west have not only sell out across the world less than hour after release the retailed price of £150 has soared on to the resell market for upwards of $900

These astonishing statistics raise questions about how products like this reach such amplitude in terms of value and demand. As these are not the first time a product like this has baffled anyone and won’t be the last. Examples of this pertain to the likes of Jordan’s which have reached up to $50,000!

As mentioned in the title, ‘Hype’ or as the more professional term; advertising. Kanye west and other successful creators have played the advertising game correctly to reach the end results. What this games entails includes already having a profile of work which is said to have been successful. Having a name which is accredited to quality made goods is vital. Kanye easily ticks this box, evident by the numerous of fans and awards won for his work. Next step is to announce what will come out.

Now comes the most important part; creating the HYPE, subtle teases, teases which are a drop of what is to come. Kanye west executes this with his relation to the Kardashian family. Understanding that these are at the top of paparazzi worth value, in addition to this pictures added to their Instagram pages means that there is added detailed look, furthermore with 1 million plus ‘likes’, ‘hype’ is certainly created.


Other factors to consider is the fact of finite demand and the exclusivity to own the shoes. Some stockers of the shoes even went to lengths to have raffles to choose who gets a chance to purchase, that’s right, raffle not to see who gets them for free but who gets chosen to buy. This totally furthers the level of what these shoes are, not only are they already popular shoes by a talented rapper, but exclusive must have shoes which makes a massive statement with their value in the shoe scene.

Overall Kanye west has manufactured something which is something to look up to if you even want to get close to the level of precedent. In addition to all of the advertising of the shoe, Kanye correlated the launch of the shoe close to the highly controversial headlining performance at Glastonbury.  The end package of the Yeezy 350’s and its deliverance it is hardly surprising that the shoe has reached huge amounts on the resale.

The time has come that big and small clothing companies are having sales, some going from 30 and 70 percent decreases in price. With big names going for smaller price tags, this should be the best time for a lover of fashion! Right?

First and foremost is the obvious price reduction, this can be shocking when seeing a piece that was once going for 500 slashed down to 100, you may think that you have been blessed by the lord. Sales are perfect places for picking up pieces which you’ve had an eye for a long time but could not go that extra stretch of buying it.

Big brands, we have all looked at something we have liked and picked up, only to realise that its way out of our price range, resulting in that devastating walk away, in the hope you forget all about it. Well sales now give you the opportunity to look at those once unachievable items but now a chance of coming a reality. It can be really quite pleasing, this often results in a large spree of anything you can pick on which seems nice, only because the price is so irresistible!

That leads on to the not so perfect reality of sales. Reason of why the item is on sale in the first place, may be because they stocked too many and now they have to get rid of it. Or often enough the item on sale is actually something that has been put in sale because of how unpopular it has been. This is usually the case as a sales give the retailer an excuse to clear stock of something which is using space and not bringing the money.

The choice that you have, is unquestionably lowered as the stock left on sale is most of the time got irregular sizing or some sort of issue has been found with it. Compromises may have to be made, buying a size up because all the others have sold out making it not as great as it could have been. Odd colours which no one wanted may end up in your closet.

Overall sales can be more than satisfying, cheap prices which retains top quality is something that is dreamt about, but what is fundamental about sales is to remember that YOU are in charge, not the sale p. Make sure you know what you want before you go in, the size that you are, the item can work with other pieces of clothing you own so it can be used not only that one time. Understanding that sales are risks are if unplanned, having bought a load of clothing which become useless the next week that rolls around is not the right way, amazing finds in these sales, so go crazy but a careful crazy!

Its not often when something which is exhausted and near its death that it can come back and look astonishing.

Well, that is until you see the work of J T Merry, where he has taken ordinary brand logos and transformed them into something which is beautiful and interesting, the example of the ‘Nike’ logo has seen to be uplifted with the use of a flower which adds a nature aspect and increases the depth of the whole thing, from street wear to wearing pieces of hand crafted art.

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Innovation and creativity are clearly present, the use of colour and moulding the work around the logo. If you don’t know already,embroidery is no easy task!  A long and tedious amount of dedication is required which includes sewing and stitching, not to mention the skill and precision that is necessary.

What these great pieces represent is the aspect of how skill and craftsmanship can rival designer clothing and that the so called ‘hold on fashion’ by big names which have such control, where they dictate the trends and the average lover of fashion has little or no control on the landscape. ‘Do it yourself’, more over quality ‘Do it yourself’ can create a sense of  intimidation to bigger brands where they understand that their authority can always be tackled and rivalled, thus increasing the amount of work and detail put in the products.

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On of a more interpersonal level, wearing clothes which have seen to have altercations which are not on the initial garment and shows a clear sense of adjustment are seen to be examined more, as eyebrows are raised, this may be in the interested sense but all so in the ‘what have you done to your sweatshirt!?’ sense. This is all dependent on whether what you have done or some one else is seen to be of quality.

Overall innovation and increasing the worth of something old or even new can give it a personal view,it can offer a more interesting look for others, something that stands out, of course it has its risks, but isn’t that what fashion is all about? stepping out and being the frontier for change and inventing new trends!

Credits  http://www.jtmerry.com


Was the statement made by a rouge model on the RIck Owens spring and summer 2016 collection show case.

Rick Owens is known for his post war futurism and distinct aesthetic, in addition to his unexpected creations such as the fall and winter show case where penis’s were openly displayed, Rick Owens presents not only clothes but performance art.

‘Jera’ the individual involved stunned many at the show with a political stunt something Rick Owens did not expect at all. Reportedly having had  said that he was  “a crazy, rogue, fu-king model” and that he “punched” him afterwards.

The action was soon accompanied with a statement from the Rick Owens press office stating “Rick Owens does not claim responsibility for the act of protest by a model at the Spring Summer 2016 show. This was an independent statement and does not reflect the opinion of the house of Rick Owens.”

This antic has certainly overshadowed the show, others question why some one who risk there career and disrespect some one who has given work for over 10 years, also having been called Owen’s ‘muse’. The consequences have been fast to surface. Eva Gödel the founder and owner of the agency which found ‘jera’ has said ‘He’ll never work again’.

The political nature of what has occurred is something which is rarely seen in these heavily planned events. It draws attention to the message of what was said, many have pointed to how Germany is doing at this time; 25% of the country’s population is unemployed furthermore a devastating 50% for the youth of Germany.

What commenced at the show was equally stupid and smart as it asks questions about the relation between politics and fashion and if they two can work in a serious manner rather than a abstract idea. Jeru displayed unprofessional and disrespectful behaviour which may be all that is left of this.


While browsing what to buy if you look far enough you might see a brand that is seemingly brand new. The intention is clear for many of these new brands, produce some clothes which has some sort of graphic on them, nice logo and interesting name equals profit; Simple right?

Well this is where so many stumble, it may be easy to look at big brands where simply putting their name and logo on a t shirt can be sold for a decent price. Talking here about brands such as Emporio Armani, G star and Hugo boss. What is ignored is that the fact that some of these brands such as Emporio have been going since 1975 thus a name has be made by creating unique clothing, allowing them to do place a logo and sell. The weight and prestige that is attached to the name is what people buy. Whereas a new brand which is still growing can’t expect to be able to sell a t shirt with just the name, customers are not easily fooled into clothes when there is such an offering.

The solution to this is purely understanding that originality is key to furthering your brand, original designs which show creativity and not something which can be viewed as unimaginative. Placing yourself as a valid contender to the market you’re after entails you having something the others don’t, hard it may seem with so many other designers but that is what the competition is all about a race to achieve the most inventive creations.

To make clear of your originality, the brand must offer a story, a reason why a potential customer would want to buy this be could something they could relate to; lifestyle, a way of thinking, a certain culture. Examples of this can be seen such as Ralph Lauren, selling a lifestyle of luxury distinct with the polo player on a horse, a game played by the rich and famous. Supreme, a skate brand which when started in 1994 offered a safe haven for skaters, their stores for one accommodated for customers with skateboards by not putting clothing racks in the middle of the shop so it was easy for the skaters. Since gaining popularity it has grown to be more as a hip hop punk store, but this is all because of a solid foundation of what the brand stood for. A brand should understand the market and who specifically you are aiming for, without this you are just a vague clothes shop which has nothing of interest other than offering garments to cover your body.

Understanding the worth of your products, at the start of your journey as a clothes brand you will suffer a lot of costs, stock, advertising and designs. To compensate for this and all your hard work you may think that since you are an independent new brand you can retail high prices. This is the wrong way to go about It, first time viewers may discouraged with big labels and go to brands they already know of that they may have a trust for so many years. As hard it may seem lowering your price to entice customers, by laws of supply and demand, a lower price markets you to a larger audience. Suffering a loss may be hard for the few months, even years but this may be essential for the growth of your brand. Establishing a fan base and people who may spread the word of your brand is what you want to advance your company as without it, be expected to spend a lot on advertising which may not achieve the same results as the power of word of mouth.

Here are just some of the fundamentals that many start up brands miss and unfortunately lead to their down fall, understanding these are important but there is much more to learn, the world of fashion and the competition is one of the fiercest competing grounds out there and is not easy.

However this should not be a reason to be discouraged if you are starting a brand or company as if you have something you feel that is unique and can be seen as worthy of recognition go for it, the reward of innovation can be huge.