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’.


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.

.2 - k09wXZi

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.

3 - 6QpbnGh

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!



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.


  • Pink shirt


With the explosion of pink in the men’s market, this summer is sat to be one where bright colours will not only look great with the sun but with an exuberant touch.

A simple pink shirt just as a white can act as a complimentary touch to any summer themed outfit, pink shirt, light blue shorts and some white shoes you are sorted!

  • Ray Bans


This may be seen as coddling to a certain brand but Ray ban is the stand-up face of sunglasses the simple tag on the side of the shade is noticed worldwide, renowned for their great pieces. One of them being the mighty wayfarer from its creation way back in 1956 they have carried on the legendary piece, a piece which will always, every summer season a must have on any beach and a protective shield against the sun.

  • Rounded brimmed baseball cap


Forget about snap backs and even 6 panels while you’re at it because the classic brimmed cap has made a comeback from what can only be called the grave! Recent innovations from the likes of ‘Gianni Mora’ bringing back the cap with a simple touch has caused echoes after celebrities such as Wiz Khalifa have given it the momentum.

The Ralph Lauren cap which features the brimmed aspect which was previously seen as piece for the senior demographic is being transformed to compulsory piece for this summer. A classic hat and the touch of the embroidered logo add a drop of style which complied with a brand less outfit give the subtle but fine look which is simply summed up with the cliché ‘less is more’ .

Pink, a colour that has always been that has represented fun playful vibe and always been labelled a ‘girls’ colour from the day babies are born, colours are said to portray a gender indication, most popular of course being blue and pink. Blue for boys and pink for girls.

With the past haven set in these concrete views on gender and what constructs that idea, times have changed and with a drive for more liberal steps to progress the world, even colour and what it brings to the table has to be questioned.

The beauty of fashion and what why i fell in love with it is that its the first to make radical changes, if its men wearing dresses or even Rick Owen’s Penis show, its open to question the worlds views on what seems to be fixated things.

The term androgyny come to mind with tackling the colour of pink, as the combination of masculine and feminine characteristics may be soon to be attributed with the colours pink and blue in time to come where maybe the gender specification will be completely neutral, something to look forward to in the eyes of equality and eradicating old dogma.

Evidence to suggest this androgyny can be seen through this summer/spring season, with the brand ‘Supreme’ a skating brand which portrays a different culture offering to youth has seen that the most popular to colour option that has sold out the fastest has been pink. This brings hope to many as if the the seemingly youth are involved with changing certain attitudes in fashion, what is there to say that this could have a correlation with general social views.

What i am trying to suggest that the seemingly feminine colour that is pink has now unlocked the door to allow any one female or even male to do something which 20 years ago may have been seen as ‘gay’. Recent events such as the high profile Bruce Jenner changing his identity to Caityn Jenner is doing massive to the freedom to explore the worlds offering not only in the clothes that you wear but as the person who you want to be from the heart.