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The funny thing is hype beasts never died they switched from supreme, off white and Gucci to aimé leon dore, new balance ,gallery department, JJJJound , rick owens etc. The essence of being a hype beast is basically leeching off sub cultures of fashion that are deemed "hype" or "trendy" at that particular period of time with no genuine respect or understanding of that specific brand or style of dressing.🙂

There’s nothing cornier than a pay to play sub culture

What’s funny is that hypebeast culture didn’t really die out, it just evolved. It’s not like one day all these people stopped and started wearing ordinary clothes. For example the opium aesthetic’s roots is in hypebeast culture. They just switched out the brands. Even Leo Mandella is quite respected now, wearing brands like Louis Vuitton instead of Supreme. I never owned anything by these brands but I remember it so vividly in 2015-19, I wanted it badly but I was young and couldn’t afford it. But even now my style has changed so much since and I’m grateful I never fell into it. But it’s still nice to reminisce about

AYE some of my videos made the cut! I really appreciate this video and I just wanted to say the amount of people and things referenced in this video is amazing. I often feel like people who talk about the death of this culture were never involved and even based off the comments, you can tell a lot of people just want to look for another reason to judge someone. I think people who judge others for being a "hypebeast" is just as bad as people judging others for not wearing some hyped brand. I feel like you came off really unbiased & I liked how you talked about it at the end. I feel like this is such a good summary of the culture and a lot of people will overlook exactly how good this sums it all up.

Outfit: $20,000 Personality: $0.25

With the Supreme Brick, I realized we had officially surpassed idiocrazy.

Great video. I was too cold at the time to understand the hype or care and here in Shanghai Surpeme was everywhere. Thanks for explaining it all.

did he just say Nike and not Nike

Glad i was too old and poor to get caught up in this clothing version of beanie babies.

Supreme's history and orgins in skateboarding, anti establishment and street culture is actually really cool. It's unfortunate that the toxic landscape that surrounded the brand during the 2010's turned people off from ever looking into it.

Enjoyed this video. Brought back a lot of memories and nostalgia.

I’m still rocking my bape shark hoodie nowadays. People who wore those brands just because they were cool at the time kinda sucks and now they are the same guys who go around wearing minimalistic sh*t. It’s so boring

This is the ultimate testament to the fact that people just want to be in a group and that the message doesn't matter. Anti-consumerist, ultra consumerist, anti capitalist, pro capitalist, it all doesn't matter please just want human connection and to be assured that they are not alone.

I never understood the Supreme craze. The insignia looks like the Colgate logo.

The moment i really started to think this hype culture is ridiculous and absolutely bonkers was when a guy i went to culinary school with bought a gucci sweater for 1.500 swiss francs. I do medival reenactment and bought an incredibly nice custom made chainmail shirt around the same time made by a talented ukrainian smith by hand and it didn’t even cost have as much. That was just so strange to me i mean how can someone pay so much money for a sweater??? Just because it says gucci on it?

Very informative, thx.

To me the worst part about people who were into street wear is they needed to be told how to be cool

I can't believe I'm nostaligic for the 2016-2018 hype beast era. Seems like a million years ago. Listening to Travis Scott Astroworld while looking at ridiculous clothing

I’ve been binging videos on this channel and it keeps blowing my mind how many fads there are this big that I’ve never even heard of lol

Awesome video Jimmy

This is fascinating to me. I'm pushing 60 and I was completely oblivious to the existence of any of this.

as a high school freshman in 2012 I can confirm streetwear was a huge deal back then and I was also caught up in the madness to a certain degree. posts and articles on tumblr/complex made me obsess over different brands to the point where I was making hypothetical fits on word documents out of links from karmaloop. I literally cannot believe kids are spending thousands on outfits that are essentially clout-branded athleisure, they look fucking awful. Glad I grew out of that and hopefully they will too.

I loved this point of view

This was a fun time for me. Checkingnthe 100s blog, coveting my ice cream’s lol. I was a little 15 y/o emo kid blending that with street wear.

My main takeaway from this video is the fact that I really prefer dogs over humans.

Fun fact: Complex (who documented the "drops")was created by Mark ecko the creator of the fashion and streetwear/ hip-hop clothing brand

awesome video bro

Great video! I spend the beginning of the 00s in London... The Hideout... The first UK Bapestore... Supreme... the golden age! I am still passionate about fashion, but yeah... money can't buy style. Oh and streetwear is definitely not dead... it just goes through phases...

These clothing brands were basically NFT's before NFT's. There's literally nothing of value in those clothes. Only other idiots thought all those things were valuable, and no one with common sense would be throwing thousands away on clothes. Anyone who sees Supreme as anything other than Bored Ape Yacht Club has probably wasted money on a $3 white tshirt. INb4 "it's their money and they can spend it how they want".

Hypebeast culture is still a thing in China, many don't know how to put their outfit and colors together, Balenciaga dominates here with the ugliest and most expensive shoes. Looking forward to their collab with Supreme x)

I remember a lot of this! What a trip down memory lane!

You make really good content🤝🏽

I'd say the kids grew up and realized they were suckered. It happens every 8 years like clockwork. Something comes along that all the kids gotta have then when those kids realize they were suckered the brand downsizes and tries to hang on. Then the brand disappears and when these kids get to age 35 or 40 these clothes will be nostalgic to them and they will be suckered again. I can't tell you how many people I see online that fall into those 2 traps.

I remember a very cringy era of my life. I was 10 years old in 2016 and I remember wanting a bape full zip hoodie and gucci slides so bad. I looked up to faze rug and blazendary and I used to spend hours browsing fashion sites for clothes that I couldn't afford. Very awkward part of my life... 😬😬

It's really a huge relief that this died out. The fact that I cant spend that much for those brands, I also realized that classic is always the best way to go.

This is a genuinely well made video i subbed

In 2018 I worked in a smoke shop. My coworker was a hypebeast resale bro. Who tried pulling me into the game and my response was "I don't care. None of this is even going to matter in 5 years."

Back then, the only thought I had of Supreme is how easily you can get a printer or a silk screen and print out their silly box-logo t-shirt and find someone with questionable financial skills to sell it to.

Wow, complex and Basement this is such a throwback for me about 10 years ago! Crazy Still got a vintage Supreme x champion jacket i wear all winter every year and its still in great shape

Wow this brought me back to that time, especially copping at school

To each their own, but I'd be lying if I didn't say how incredibly dumb this period of time was. It became less and less about what looked good and staying true to street wear culture and more about how much money you or your sponsor spent with no focus on actual styling or fashion. Key takeaway for all: while it's nice to have nice things, you don't have to have a ton of money to be fashionable (invest in your long-term future instead, whatever that looks like be it time or money)

meanwhile I'm buying 4 pack of black t-shirts for 25$

omg you just reminded me of paq i need to go back and binge them

Surpeme still make great button down shirts and jackets/coats. I pick up most things in sales though so the scarcity component means I've barely bought any of their stuff. I like buying expensive clothing but usually avoid the heavily branded pieces cos it's going to date fast.

I'm glad I was an adult already at this time. I was never brand crazy even when I was a kid.

The supreme box logo 5 panels were a sacred item back in the early 2010s

Seeing the Basement brought back a ton of memories lmao, used to binge it back in 2016, the sub-groups of the Bathroom for memes, everyone dying their vans, Andreas Norlov, Declan Rice posting his first FIFA card on there. don't use facebook anymore but that was a sick time tbh

Man I used to try to cop Supreme pretty much every week back in 2017-2018. Now I’m a bit older and I don’t even wear Supreme anymore. If anything I may buy a neat accessory every now and then. Still really into sneakers but not clothing. Great informative video!

I liked Vans, Thrasher and The Hundreds back in the day (still love Vans) but SO glad I never got sucked into this. I always thought Supreme’s logo looked like a fast food restaurant and the designs were too garish

you've gone from extreme sports commentator to guru of modern culture, I dig it! keep making content, Jimmy! you are a giant!

I used to be a reseller of Supreme and Yeezys. The first item I ever bought was the Scarface hoodie at 9:48. The graphic was terrible, yet some idiot still paid resale price to buy it from me. Very few of the items that I sold were actually of good quality and looked good, yet I managed to sell everything less than a couple of days after buying it. It always baffled me. Oh well, free money lol.

nice vid

I think the pandemic maybe had a lot to do with it. You’d have to be really dumb to prioritize hype clothing over not knowing your money situation. And I think resellers might also be a factor.

Sick video!!! And good to being this topic back. Made me realise where a bit of my style is coming from, even tho I was never so hyped into supreme

I remember this like yesterday. Never bought anything but he is right. It made people come together and once Covid hit. Felt like it all slowly died away

Nothings ever truly over if you know how to style it. The best style evolves while remaining signature, inevitably you’ll amass contrasting brands but therein lies the fun of menswear

I was around during the beginning days of supreme and it really sucked when it became a "status" thing. Glad it's kind of dying again. Will be easier to get items that I actually want to wear and enjoy.

As much as the hype phenomenon seems to be from another planet than my own, I genuinely love how you break things down and present them with patience, understanding, and even some humor. That's what sharing the lived experience for better understanding is all about. Even if it is about the hype surrounding a white T. :P

People have probably changed to "boring or muted" clothing because money is harder to come by after 2020. Everyone got older but also everyone is struggling to buy homes, cars, food, etc..

You’ve just reminded me of PAQ I’ve not thought about them in years 🤣

The question is how much of this clothing retains its value long after the trend has passed.

since 2008 i've been mostly into selvedge denim, heritage clothing, and leather boots. my younger brother was more into the hyped clothing. it always amazed me that i could spend $400 on a handmade pair of boots that can be resoled, get better with age and literally last you the rest of your life, OR you could spend hundreds, if not thousands of dollars on a pair of sweatshop-labor sneakers made of the crappiest materials that can't be repaired, and will fall apart in a year's time. it just never made sense to me...

Aw that escalated quickly

AHHHH PAQ SUCH MEMORIES!!! Wouldn't really call it a hypebeast show, more of a fashion show. Not a ton they did related to the hypebeast culture so much as what was trending on ig at the time. Kyra did them dirty. Would absolutely love to see them make a comeback!

Loved this honest video about the subculture! Love your vids in general great work there mate

Loved the vid and spot on ending 🔥

This is such a great video. It’s so cool to look at fashion marketing with this timeline. I’m a huge fan of Hypebeast the YT channel, I never knew who created it.

Anytime I see a new video from Jimmy, I stop whatever I'm doing and watch! Stoked for this one in particular.

I'm of the older generation of streetwear (I was 18 in the year 2000) and I remember loving a lot of the independent hip hop/skate brands....Stussy for sure set it off...but also Triple 5 Soul, LRG, RP55, DGK, Mecca, Enyce......back when it was a bit subversive and underground and still cool.... now at 40 I can see how the 90's-2000's era influenced my aesthetic so deeply... I'm still wearing the same type of stuff... Air Max and Jordan 1's, hoodies, cargos, Adidas track suits, flannels, denims, and bubble goose... just more mature versions, better quality, less brand driven and more utilitarian, silhouette based, muted tones...interesting to see it all in context.

I lived just down the block from the Fairfax District of Los Angeles when the Hypebeast subculture was at its peak. Seeing the lines around the block of people waiting for the "drops" of what were essentially overpriced cotton t shirts with logos ironed on seemed insane then and perhaps even more so now

Dude, if the pictures from your hypebeast days are actually of you, you had a massive, massive glow up 😂

Supreme is good example of something that is not homosexual but gay as hell.

I remember someone wearing $1200 worth of clothes. All snowboard gear, and I thought "Damn. I bought the cheapest snowboard gear totalling around $600." I thought I was hypebeast too. I was halfway there. lol

you should check out the work wear those boys go crazy.

It's attention economics 101. I never really minded it, since it was just a blown up version of high school fashion as it's worked for decades. People want to wear a status indicator, and they always have, from purple togas and jeweled crowns to Dolce and Gabbana and Ray-Bans. Eventually they all lose their meaning when they become accessible to everyone. Scarcity extends the exclusivity if you do it just right, and that's what hypebeast was: doing it right. But some of that stuff looks like shit.

An interesting look into a world I never really understood... And still don't understand why people spent so much money on that stuff XD Great work as always Jimmy!

Never thought Tyler was a big part of supreme being hyped. It was HUGE before he started wearing it. That foampositre collab changed it. Been in Fairfax since 99’ and can vouch it

I’m 18 and got out of high school a year ago, and while I had no idea about any of this, this fashion style is very much in the mainstream of what teenagers are wearing and is pretty much solidified as the standard clothing style for kids. I’m glad I always felt clothing for that stupid price was ridiculous and never got into wearing that kind of thing. I appreciate the more punk side of skate culture as well as the old school street hip hop stuff, but even without knowing the history of this I always looked down on it when I was surrounded by nothing but this style lmaoo

Never understood the $1500 for a hoodie culture. Could never understand spending that kind of money that gains you so very little.

I'm often surprised at how clueless I was about subcultures that were thriving when I was young enough to be super-aware of them. I never knew thr hypebeast ting was ever this serious? Lol

So glad this is over now

The 2 superfans getting into a fight is priceless 😂

Imagine you want to fight somebody, just because you don't like a clothing brand ...

I used to think it’s stupid back in 2016-2019 now I miss that era

But Yeezy 350 v2 boost is practical also - they are likely the most comfortable shoes I own. Like walking on a marshmallow.

I have to admit I still love buying shoes but I refuse to pay over retail and for the past few years only buy directly from the manufacturer. But I do keep an eye on the aftermarket and LOVE to see a shoe that sold out immediately go for less than retail so the resellers take a loss. Screw them 🤣

I love the fact that the brand sold their over priced company for *billions* before the bottom fell out! Smart. Just noticed that Sotheby's, *an art gallery*, is selling the Louis Vuitton collaboration hoodie for six thousand dollars. Wow...

I feel like fashion is moving towards people just wearing whatever they personally like and not caring about other peoples opionion, or what is “hype” at the time. I think it’s great

I still rock supreme strictly because of Tyler and skate culture. Supreme works perfectly with baggy pants

I am so glad I am so cynical that any fad everyone is into means i presume it’s a ripoff and I run the opposite way.

Crazy how Kanye is so influential he basically started and predicted the minimalist trend years ago

I wear a white tee, with cargo shorts and black air forces. I have more money than anyone I know. Just because you don't look broke, doesn't mean that you're rich.

Never even heard of this lol those day I was wearing mostly diesel and gstarr

nothing dies .. everything transformes. it will appear in different forms of art and fashion, maybe later in time. i really think that the core idea, the initial sentiment of how and when these streetwear brands started is still alive and will eventually come back in a different way....

I would have thought Vision Street Wear would have been the genesis of the concept, though Stussy might have pioneered “scarcity” in that world.

I got to finish this video but I am so amazed that I've never heard of supreme Brian I've never seen that monkey ate thing on anything or the clothes with it and I've never heard of hypebeast so I guess I'm going to learn a lot

I just got turned on to supreme last season... spent$1200 for 2 silly windbreakers. I had someone offer me the same cash on the spot for it. good thing i didnt have the matching casio G shocks to go with it.

This phenomenon will never die, there was the Prime drink nonsense recently.

PAQ was a really cool series, it was like top gear with clothes