Hypebeasts flocked to Complexcon, a festival celebrating innovation in fashion, art, music over the weekend to purchase the hottest items, all for the love of hype. <\/p>\n\n\n\n
A hypebeast, someone who loves to stay on trend, especially as it pertains to sneakers and clothes. <\/p>\n\n\n\n
These are the people typically seen sporting brands like Adidas, Supreme, and Nike. <\/p>\n\n\n\n
At Complexcon, the average price of a sneaker was about $150-$300. With some of the sneakers for sale being limited or exclusive, they\u2019ll go on to resale for double, sometimes even triple the price.<\/p>\n\n\n\n
The value of these items relies heavily on their perceived hype or how trendy they become.<\/p>\n\n\n\n
\u201cI think the concept of hype has evolved so much,\u201d said Rello, an artist who had a booth at Complexcon. \u201cEspecially with the element of resale, now. Now, hype is directly tied to profit and the ability to resale something. It\u2019s like a formula of popularity combined with good design.\u201d<\/p>\n\n\n\n
The competitive nature of hype is undeniable given the way trends move so quickly. <\/p>\n\n\n\n
For some retailers, sticking to authenticity is how they hope to prevail amongst larger names. <\/p>\n\n\n\n
One such vendor is Jose Fabia of Tried and True Co., a vintage reseller based out of Los Angeles. <\/p>\n\n\n\n
\u201cWe\u2019re rooted in community,\u201d Fabia said. \u201cWe embrace 80\u2019s and 90\u2019s nostalgia which is really hot right now.\u201d<\/p>\n\n\n\n
Smaller brands like Fabia\u2019s have to contend with brands such as rapper Kid Cudi\u2019s Members of the Rage. <\/p>\n\n\n\n
Cudi\u2019s brand sells T-shirts starting at $50 and bomber jackets for $895. <\/p>\n\n\n\n
One fan who was shopping his collection at Complexcon admitted that they were only buying it because of his name being attached to it.<\/p>\n\n\n\n
Rapper and producer IDK spoke about the idea of perceived value to former Nike marketer Bimma Williams at a panel over the weekend.<\/p>\n\n\n\n
\u201cPeople will buy things just because it\u2019s popular or looks nice,\u201d IDK said. \u201cSo when I create (fashion designs), it\u2019s on me to give it meaning so while people are consuming, they\u2019re also learning. That\u2019s what IDK stands for, Ignorantly Delivering Knowledge.\u201d<\/p>\n\n\n\n
In line with the message of keeping hype educational, Bimma gave away a pair of exclusive sneakers from the brand Saucony, which paid homage to the brands first black designer.<\/p>\n\n\n\n
The overall theme of the panel with Williams and IDK was to promote the idea of supporting the next generation of creatives.<\/p>\n\n\n\n
One vendor who shares a similar interest in that message is Aneesha Dubois of Well (Un)Known who also teaches at the Fashion Institute of Design and Merchandising (FIDM).<\/p>\n\n\n\n
Dubois says that her brand looks to promote longevity in upcoming luxury brands by focusing on the elements that will give them staying power over some other brands whose success is a by-product of popularity and not much else.<\/p>\n\n\n\n
\u201cThere are some designers who know all about fit, fabric (and) cut and who are also trendy,\u201d Dubois said. \u201cOur booth is set up as a classroom because that\u2019s what we want to do, teach the fashion inquisitive about emerging brands.\u201d<\/p>\n\n\n\n
In an effort to stay relevant, some brands opt for shock value. <\/p>\n\n\n\n
One such brand is Holiday, whose booth was decorated with a pile of trash bags strewn about a graffiti riddled steel box that resembled a dirty alley. <\/p>\n\n\n\n
Shoppers who purchased their shoes, averaged at about $150, received their items in trash bags, true to the theme. <\/p>\n\n\n\n
The stoic, masked employees dressed in hunting gear working the booth declined to comment on the relevance or significance of the garbage. <\/p>\n\n\n\n
While hype comes and goes, it seems as though the general consensus is that authenticity is forever. <\/p>\n","protected":false},"excerpt":{"rendered":"
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