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'Brands are the new bands' – Hypefest and how streetwear got its own festival

By Edward Helmore

Fashion blog Hypebeast has been instrumental in the meteoric rise of streetwear. Its first festival, in New York, suggests it will continue

The meteoric rise of streetwear over the past few years has been so pronounced that even designers from establishment French fashion houses now think of it as part of high-fashion. So it was only a matter of time before this internet-hyped world of limited-edition “drops”, collaborations and influencers got an irl festival.

Hypefest came to Brooklyn, New York’s coolest borough last weekend, bringing with it maxed-out millennial hipness – courtesy of Kevin Ma, founder of the web publication Hypebeast.

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Via:: https://www.theguardian.com/fashion/2018/oct/09/brands-are-the-new-bands-hypefest-and-how-streetwear-got-its-own-festival-new-york