“Hype” is Dead. I Learned This the Hard Way.

SINCE VIRGIL ABLOH’S 2019 prediction of the demise of streetwear, this much is clear today: he was right.

Hypebeast culture is not what it once was.

Streetwear and sneaker culture, with deep roots from hip-hop to surf, once thrived on its authenticity.

However, the relentless product drops driven by financial growth drained the market's vitality and authenticity.

While the need for brands to profit is undeniable, over-commodification has eroded the intrinsic value these brands once held.

For brands to remain relevant, they must stay true to their origins and honor the subcultures they emerged from.

Attempting to appeal to everyone ultimately results in appealing to no one.

I learned this firsthand: with a sock.

In 2007, socks were just socks—bulk buys, no big deal. 

Then Nike saw a niche need: could a sock boost basketball performance? 

Enter the Nike Elite Basketball Sock.

The USA Men's Basketball Team debuts these socks, and demand explodes, thanks to their unique logo-stripe running up the back.

Limited production and expensive machines make them scarce, fueling the hype.

And the business reaction? Initially stunned, they quickly felt invincible: "We’re printing money." They scaled up, hiring a large team to meet the demand for more colors, patterns, and special editions.

What started as a fashion must-have for Sneakerheads and ballers, eventually became a uniform for grade schoolers — a sure sign of over-saturation.

Exclusivity fades, and they're just socks again. This shift occurred before the rise of algorithms, which turbo-charge demand (and exaggerate over-saturation).

The lesson? Venture too far from your core customer and enter the realm of inauthenticity. This is how you kill the emotional connection that drove your initial success.

Moreover, hype as a business strategy is risky. When it's hot, seize the moment, but not at the expense of your core customer. 

Hype is like streetwear and, as Virgil Abloh said, "(I)t's gonna die, you know?"