What is Hype Clothing?
What is Hype Clothing?
What’s the first thing that comes to mind when someone mentions hype clothing? Hypebeast, Highsnobiety, you may even find your thoughts stumbling over hype shoes from Complex magazine. The early conclusion to this intro is that whilst we may understand where these terms are taking us, we could do with a little more understanding of where they come from. So how about this? We’ll break down the ‘hypebeast’ terminology, what exactly hype clothing is and how it all relates to Keep Watch as an underground Japanese streetwear brand and hype store. 
Run DMC were the trendsetters of hip hop fashion during the 80s and early 90s.
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What are Hypebeasts?
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What is Hype Clothing?
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Hype Clothing Brands
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Keep Watch - An Underground Japanese Streetwear Brand
What are Hypebeasts?
Hypebeast culture as some of you now know it began in 2005 when Kevin Ma started the sneaker blog of the same name in 2005. Now it is one of the biggest sources of streetwear exclusives globally, sharing the throne with huge profiles such as Highsnobiety, Sneakerheads and Complex magazine.
A fusion of Hypebeast brands by https://www.kennethcolecustoms.com/
Despite its current form many would argue that the culture began in the 1970s and grew simultaneously with the evolution of hip-hop, skate and punk culture. It’s fair to say the culture was around before the label. The hypebeast trend began as a rebellious movement against mainstream fashion, transcending into alternative limited edition streetwear with an inherent focus on scarcity and exclusivity. Hypebeasts typically represent young men and the female equivalent have recently been tagged - ‘Hypebae’. They are the leaders of their generation of Streetwear and are always in the know of the next best line of hype clothing. But what is Hype clothing? I hear you ask.
What is Hype Clothing?
Hype clothing consists of street apparel and footwear with an emphasis on exclusivity. Visually it can range from re-released limited-edition vintage street styles to dark monochrome pieces with wild pops of colour. Think - the freshest pair of Jordan’s, exclusives from Bathing Ape and hype shoes from Keep Watch (of course we had to sneak that one in there). 
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Brands such as Vans and Supreme are some of the biggest dedicated to the Hype clothing movement. Here’s a list of some of the most popular hypebeast brands of 2019:
Hype Clothing Brands
In no particular order, this is a sample of some of the top Hypebeast clothing brands around. As you’ll see they can range from extremely pricey too cheap and cheerful. Mix and match as you please.
Keep Watch - An Underground Japanese Streetwear Brand
Keep Watch is an underground streetwear brand formed in 2019 by a London-based team with the purpose of bringing Japanese streetwear to the western world. Why is it called Keep Watch? The name is essentially a phrase that translates to ‘focus’. Keep Watch is all about paying attention to new fashion and hypebeast trends as well as staying informed on the socio-economic evolution of streetwear culture, branding and society.
Keep Watch is the most exclusive place to buy hype clothing inspired by Japanese streetwear and 90s hip-hop fashion. Whilst the primary mission is to promote hype culture and individuality, it is also to educate the youth on worldwide issues such as climate change, mental health and international revolution.
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