Fuck the Hype Club

The article below was passed to me by the original Martski. Very good and on point. I wrote about the same topic early last year right here.

HYBEAST HAS GOT TO BE JOKING
By Alexander Worthington

Check out the ABSOLUTELY FRIGGIN’ RIDICULOUS description on Hypebeast’s new mixtape:

The culture of Hype has transformed from clothing, sneakers and following blog entries to a full blown lifestyle. This lifestyle encompasses the way that one speaks, walks, dresses, what music one listens to, to how one carries themselves. Until the invention of Hypebeast and Hypetrak people who live this lifestyle where a loose band of taste makers and cool kids. Hypebeast and Hypetrak has brought together purveyors of Cool from all around the planet to form a society that we have anointed the Hype Club. The Hype Club has rules, guidelines and now a soundtrack for its loyal following, a mixtape entitled Hype Club.

Senior members of the Hypeclub, DJ Mick Boogie and producer Judah have tapped long time members Lil Wayne, Wale, U.N.I, GLC, along with junior up and coming members such as Nov Gannon, Milly July, Pat Piff, Dizzy, RatheMC, James Watts and Tyler the Creator amongst others to help explain exactly what it takes to be a Hype Club member and how one should carry themselves. The rallying call of Hype is all set to production provided by Judah, Santo Angelo and others. Chances are if you’re reading this right now you are interested in membership into the Hype Club. The first step is to download the mixtape from the link below and check out the track listing after the jump. Just remember the first rule…you don’t talk about Hype Club.

Are you not miffed by this?

Please re-read the first three sentences of that first paragraph. Better yet, let me re-paste them here, in bold: “The culture of Hype has transformed from clothing, sneakers and following blog entries to a full blown lifestyle. This lifestyle encompasses the way that one speaks, walks, dresses, what music one listens to, to how one carries themselves. Until the invention of Hypebeast and Hypetrak people who live this lifestyle where a loose band of taste makers and cool kids.”

I’m sorry, am I interpreting this correctly? Are you telling me that the “hype” lifestyle dictates exactly what one should wear, dress, listen to, act, screw, tell confessions to, cheat on, and give foot massages to? Am I to believe that Hypebeast REALLY believes that it is not only the center of the “Hype” universe, but also the center of MY DAILY EXISTENCE? That these artistic subculture communities would not exist without Hypebeast? REALLY?

Like I said in the title of the post, Hypebeast has GOT TO BE JOKING. I really hope they are. I don’t believe that they’re self-centered enough to think that A) they are dictators of taste and B) this culture would not exist without them. Because they’re not. Plain and simple. Last time I checked, clothes were just clothes and music was just music. They are aspects of and interests in your life, and they do not altogether define who you are and they way you act. They shouldn’t, anyway.

I’m sorry, Eugene Kan and co., but you’re just a news aggregate site. A good one, with great photography and exclusive and extensive coverage, and a loyal following, but just an aggregate site nonetheless. You are not tastemakers. You are not artists. You’re a bookmark, an RSS blurb. You are nothing more than a mild convenience, just one of many stops during my sartorial e-browsing.

Now, I’m not naive. I know that there are a LOT of kids that (very sadly) rely on Hypebeast and other such sites to fill their closets and iPods (kids who happen to be the very definition of trend-sackriding hypebeasts and who really deserve to be lowered into a swimming pool filled with hair dryers and toasters), but there are many others who are lumped into this community (some who are less than thrilled with that fact) who are genuine artists, true pioneers of their craft who would be successful with or without HB’s coverage.

This sort of “Hypebeast lifestyle” moniker and its self-anointment as Hype Fuhrer is an insult to all of those true trailblazers.

This is exactly the problem that I have with anything that labels itself as a “lifestyle brand”. Have we reached the point where we are so dissatisfied with the idea of a self-made life, an impatience with an existence driven by our own goals and motivations, that we need to latch on to someone else’s notions of lifestyle to make ourselves happy? Are we so alienated from our local peers that we have to seek approval elsewhere online, mimicking every facet of someone else’s life to the point that we no longer have a concrete definition of self?

I mean…what the fuck, Hypebeast? And this is for the rest of those “lifestyle brands” too… do you think your shit really smells that flowery?

Like I said, I’m hoping that that little quip from Hypebeast was tongue-in-cheek…because if it was serious, it’s sad to see braggadocio that’s so head-up-their-asses.

Advertisements