Streetwear takes center stage on ‘The Hype’


Rikki Hughes, producer of new streetwear competition show from HBO Max The hype, finds it hard to believe that his program is the first of its kind. “You have television shows about fishing in Alaska,” she said. Meanwhile, streetwear – only one of the dominant forces in contemporary fashion and the obsession of any advertiser’s 18- to 34-year-old population – has yet to have its time on television. Now, however, streetwear is getting what could be its very first show dedicated to The hype: a series that takes the successful format of Project track and that of Amazon Make the cut and stack it high with hoodies and all-over prints.

The hype, like these other shows, takes the form of a fashion contest. A number of competitors who already own moderately successful streetwear businesses compete in eight episodes, usually consisting of a single challenge, to emerge victorious with a prize of $ 150,000. Candidates design graphics on computers, embroider jackets and sew clothes together; finally, they present to a panel of judges. The main judges: stylist Marni Senofonte; Bephie Birkett, part owner of Los Angeles retailer Union; and Migos member Offset, which also produces the series, are joined throughout the series by a rotating cast of their famous friends like A $ AP Ferg, Wiz Khalifa and Cardi B. The idea, according to Offset, is gone. from a general desire to do something, anything around streetwear and ultimately reduced to this particular competitive format. “We just landed on this concept,” he says. The style of competition and the different challenges, he explains, was one way to generate excitement for this world.

One of the contestants, Camila, shows her design to a panel including Bobby Hundreds (left)

As a TV show, The hype is entertaining. Streetwear is unsurprisingly a rich material. The challenges require applicants to create hoodies, collaborate with each other, produce lookbooks and create clothes for an “It” couple on Instagram. When applicants use fashion lingo, like, say, “lookbook,” an elegant graphic appears to define the term. Judges are called cosigners because, says Hughes, “in streetwear, you need that ultimate cosign. You need an artist to wear your clothes, you need an expert to be able to say it’s drugs, you need an influencer to post it. These are the things that are going to blow up the careers of streetwear designers. Offset is a surprisingly talkative host, leading applicants and listing complaints when a design does not meet their expectations. Those looking for a definition of streetwear might appreciate Offset’s: “That’s all your heart brings to the table,” he tells me.



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