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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.