Indeed, price tags are the first thing most of us remove after purchasing an item, but streetwear’s codes and value remain in the logo and exclusivity of the product that we display to the world. With Ballyhoo we are seeking to make this connection very transparent by simply printing the price directly on the t-shirt. We want to make streetwear fans think about what lies behind their purchase and not just get lost in the excitement of the raffle and winning ‘the right to buy’.
At the same time, the references of who we look up to and what we want to identify with and aspire towards has expanded. The idea of aspiration is taking on new meanings. Influencers used to be the go-to online tastemakers, but curators have taken over as the leaders of streetwear and hype.
Accounts like Hidden.ny currently has more than 614,000 followers on Instagram and have built a celebrity fanbase by remixing streetwear cues from past, present and future. The role of these modern curators is to organise and sort through culture to show the rest of us how to master a more complex style expression. It’s not just about posting cute images online but being in the know and combining clothing, objects, books and more based on cultural context and insight.
There is a value in connecting the new with the old, which cannot be achieved through access to the latest brand collaborations. This level of skill can only be achieved through passion and dedication. It is hard for hypekids to replicate. So, as the role of the influencer continues to evolve, curation is emerging as an essential brand strategy in the future of hype culture.
Jonas Roth and Rasmus Smith are the co-founders of Ballyhoo.
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