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Kanye west

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.

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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.