How Hype Became a Lifestyle

If you’ve just entered the incredible realm of sneakerhead lifestyle then it’s likely you’re a little overwhelmed with just how fast the industry moves; there can certainly be a lot to take in. From the latest high-heat collaborations right through to spur-of-the-moment restocks, it’ll definitely take you a little while to get up to speed and come correct. However, what you might not know is that the fun doesn’t just stop there. The “hype” behind sneakers doesn’t just stop in the footwear sector, in fact, here at The Sole Supplier we’re firm believers that hype has successfully transcended into a whole lifestyle.

You only have to glance at streetwear-focused Instagram pages or the hottest online blogs to notice that collaborations are incredibly prevalent in today’s industry and that they’ve become even more extravagant over the last few years. From the perfectly Instagrammable streetwear coffee shop right through to performance cars bearing hype logos, check out some of our favourite examples of how hype became a lifestyle.

Anyone who appreciates good design will likely be a fan of sleek-looking and impressive automobiles, and over the past few years there’s been many great examples of how hype perfectly collides with top-specification cars. The most obvious example of this is the recent KITH x BMW collaboration, where Ronnie Fieg’s notable streetwear and sneaker imprint decked out an M4 Competition with its instantly-recognisable wordmark logo. Released in limited-numbers just like an exclusive sneaker release, the car is kitted out with a full merino leather interior, performance-built carbon M bucket seats and even an optional roof logo that combines all the best aspects from both the BMW M Sport and KITH logos. Absolutely divine if you ask us!

Street corner cafes have long-since been a hotspot for the cool kids on the block, but they’ve recently taken a step-up as several well-respected labels have opened up their very own coffee spots - complete with Instagram-ready branding. NYC’s very own Aimé Leon Dore included a coffee shop as part of the brand’s flagship store design, and with a name like Cafe Leon Dore if you’re in town you have absolutely got to make the visit. Other notable mentions go to the Parisian Cafe Kitsuné, run by the French-Japanese record label and fashion brand Maison Kitsunè, and Dover Street Market’s series of Rose Bakery restaurants, favoured by industry-insiders.

You don’t have to look too far in the streetwear world to come across various forms of collectibles, as these have been around for a little longer than some of the other additions in this list. While they may look like kids toys to the untrained eyes, items such as BE@RBRICKS or KAWS figurines are highly-desirable for those in the scene, and can even resell for thousands of pounds to the right buyer. With collaborations aplenty from the likes of Nike SB, CLOT and even Oasis, these works of art sit perfectly alongside your sneaker collection and can make a great addition to any interior, along with a few coffee table books of course!

While many of us might reminisce about playing with Pokémon or Yu-Gi-Oh cards in the playground, you might just be surprised to hear that they’re actually making a huge comeback. Much like sneakers, the right trading cards hold grail-status for those in the know, and with platforms such as StockX even accepting cards as part of its ever-growing marketplace, there’s definitely hype behind these types of games. Collectors are even known to send off their cards to third-party companies for authentication and “grading” - basically determining the quality of the card, which can drastically affect the resale price. Gotta’ catch ‘em all, right?

Last but by no means least, it’s impossible to ignore the ever-growing presence that NFTs have in the hype space right now. Whether you like it or not, non fungible tokens are becoming increasingly prevalent and closer-than-ever-before to the sneaker industry, especially with co-signs from the likes of Nike, adidas and even Takashi Murakami. At the time of writing it’s unclear whether NFTs will expand and showcase further use within the sneaker space, however we’ve already noticed plenty of links between the two, with many of our users keen to consume more information regarding the topic than ever before.