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Letter from the Editors To: The Reader
This magazine was written for all of the people who appreciate street fashion and hypebeast culture for what it has developed into. Also for the ones who enjoy buying, selling, and wearing quality clothing. Making this magazine provided a great experience for everyone involved in this magazine. Harry, Dylan, and Drew learned more than they ever had before about fashion, and why a pair of sneakers can fetch such a high price. The culture surrounding highly priced streetwear becomes competitive, and we learned this the hard way when seeing if it was possible to cop some Supreme and Bape. But it was a learning experience. We also owe a thank you to everyone reading this, as you made this possible. We hope you enjoy the magazine, and are informed about the newest sneakers and clothing coming to a retailer soon near you! From: The Editors
“Being a Hypebeast is a way of life. knowing that you managed to cop the freshest pair of sneakers out of anyone you know makes you feel like the luckiest man in the world.� -Dylan Woollard
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Contents Hypebeast Culture Letter from the Editor
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All Sneakers Supreme x NBA Collab
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...16
Decades through Sneakers
20... 26...
Underground Culture
Street meets Designer
Blurring the Lines
Yeezy Boost 350
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Contributors Page
The Authors and Creators of LOGO Magazine’s most in depth articles
Drew Buerger Drew Buerger is a student currently attending LASA High School in Austin, Texas. He enjoys playing soccer for Lonestar Soccer Club, and Lacrosse for Austin High School. Outside of school and sports, he likes playing Xbox and hanging out with friends. His favorite foods include sushi, crab, and barbecue. Some of his favorite subjects in school include English and Math. He also likes fashion, especially brands with more “hype” around them.
Dylan Woollard Dylan Woollard was born and raised in Austin, Texas. He’s grown up around clothing, fashion and especially sneakers. To express my personality and whoe is he wore sneakers. In junior high, his love for sneakers and fashion really began to grow. He was introduced to Supreme, Bape, and other designer brands. He saw his friends walking around in Gucci flip flops and rocking Louis Vuitton belts, and was like “whoa, I wanna dress like that,” and from there, it’s history.
Harry Booth Harry Booth was born and raised in Austin Texas. Some of his passions include soccer, video games, hanging with his friends, and of course following the latest streetwear trends. Some of his favorite foods are pizza, steak, hamburgers, sushi, and any type of Italian food. Harry is part Greek, Danish, and Swedish, but he was born in the USA. He always had an affinity for casual fashion since he was little, and his article expresses that passion.
Generation Hypebeast
Featuring interviews with a sneaker collector with 250+ pairs of shoes Sneaker culture is huge; it’s undeniable, with the resell market being worth over one billion dollars in the U.S. Many people have a passion for collecting shoes, and everybody has at least one pair that they consider their favorite. For some, kicks are all about comfort, but for others it’s a way to express their style and feelings. Drew Buerger, a writer and editor for this magazine, got the chance to interview four people about their opinion on shoes. Two of the people interviewed, John Machin and Jacob Julio, work at Nice Kicks which is a shoe store with locations in Los Angeles and Austin, Texas. One, named Will Nickle, is attending Baylor University and has a collection of over 100 pairs of shoes, and another, Declan McGinnis, goes to Austin High School, located in Austin, Texas. The impact of just how big the shoe industry affects fashion is often called into question. The meaning of sneakers varies person by person, and the people we interviewed each remember the first shoe they wanted badly, and what it meant to them. The interviewees even remember the style that was “in” when they grew up. ¨I was born in eighty eight. we’re just now starting to rock the stuff from the 90’s, so yeah it’s coming back, you know. I’ve seen it all man,¨ said Machin. Shoe style ebbs and flows with different time periods, and sometimes takes inspiration off of other styles. This case is shown above, when style from the 80’s and 90’s is coming back into fashion. “I think that the Cortez’ and Air Force 1s are coming back because of
By: Drew Buerger the way that the connection between culture and region has become more prominent. When you see a New York artist like A$AP Rocky wearing a shoe as closely tied with New York as the all white AF1, it draws your attention, and if you’re a fan of his music you might imitate that. Shoes can be a way of declaring your allegiance to a certain lifestyle or cultural movement,” Nickle said. People’s style is majorly affected by where they live. In a city such as Los Angeles, style is everything. Because of streetwear and fashion, the
¨I was born in eighty eight. we’re just now starting to rock the stuff from the ninety’s, so yeah it’s coming back, you know. I saw it all man.¨ -Gabe Nike Cortez’ were born, and what a shoe they became. Their legacy lasts on through today, with the hashtag #nikecortez in 307,804 posts on Instagram. Wearing a shoe that many others are wearing in their hometown shows unity and a sense of pride for where they are from. “It’s because they were done with collaboration with an artist or like on a shoe they use different textures different, you know, different different design work and different companies such as to your work or any other artists like if they did a shoe collaboration. I Like that. It’s kind of cool,”
Machin said. Some people think it is crazy to spend over a couple hundred dollars on shoes, but others disagree, stating that it is like a work of art or at least made with high quality materials. “I’d guess that people are willing to spend thousands on a pair of shoes because on some level they view shoes as a work of art or collectible object. This makes sense when you look at collaborations with musicians, fashion houses like Comme des Garçons, and artists like Kaws,” Machin said. Flexing a pair of shoes is important, but sometimes having a pair that is extremely limited can be even more important. Everyone has had an experience with shoes in their lifetime, whether it was good or bad. But for some people, such as Jacob, it inspired him to change for the better and work for what he wanted, as proven below. “When I was in 8th grade I had a girlfriend that was going into ninth grade and we went to the movie theater. She said “I’m going to go sit over on the other side” and I said why and she said “well you know I don’t really want to be seen hanging out with you” and I said why she said “Well you always dress nice but your shoes are always busted.” And ever since then, I couldn’t stop collecting,” Julio said. Shoes will always have a story to tell, whether it’s through the wearer or the beholder. Without sneaker society, 500,000-1,000,000 self proclaimed “sneakerheads” around the world would not have a hobby.
“Dylan Woolard + Supreme” Photo by Drew Buerger
“Nike Cortez” Photo by: Will Nickle
“Symmetrical Kicks” Photo by: Will Nickle
What is a Yeezy? by Dylan Woollard
K
anye West, a popular rap artist in the United States, has long been an influence in streetwear culture. Mr. West could wear a literal trashbag and a legion of his devout fans would buy whatever they could put their hands on. Mr. West started his “Yeezy” shoe with Nike, a line called Air Yeezy, in 2009. Mr. West collaborated with Nike again for the Yeezy II line in 2012 and 2014, which spawned the popular “Platinums” and the “Red October”, which now sells for an average of $5,683. Shortly after Nike released the Air Yeezy II “Platinum”, Kanye left the Nike team and later signed on with Adidas for the Yeezy Boost 750 in 2014, which was a boot-like shoe made with a suede which featured Adidas’ boost technology. Later, in June, 2015, the Yeezy 350 Boost “Turtle Dove” was released. The shoe originally cost $200, while the show now, through resellers, will put someone back $2,200 on average. It wasn’t long after the Turtle Dove debut in June for the public’s interest in Yeezys to skyrocket.
Everyone and their grandmothers wanted a share of the elusive Yeezy. Kanye and Adidas continued to create more and more Yeezys, with varying colorways and different styles, yet still remaining iconic. Although, Yeezys have lost a lot of resale value in recent months due to mass production, driving down the overall hype for the sneaker.
Primeknit: Another one of the technologies created by Adidas, which helped put them back in the sneaker scene, was Primeknit. Primeknit is a new type of knitting from Adidas, where different materials are used which makes the shoes more durable and comfortable overall.
Boost: Technology developed by Adidas with the assistance of BASF, the boost is a granular material known as thermoplastic polyurethane, which Adidas shaped into small energy capsules, supporting the foot and providing comfort.
A Staple in Street Culture
An Underground Culture
Source: Pinterest
Source: @aripetrou - Instagram
Hype and the Culture By: Dylan Woollard In 2014, Skechers surpassed Adidas as Nike’s closest competitor and generated 209 million dollars. Resellers, just reselling Nike shoes, generated 380 million in the same year. Ever since the late 1970s, a fashion movement has been making waves from its home in the sunny state of California on the west coast. It’s evolved from the “ifyou-know-you-know” breed to an international phenomenon, and it’s only gaining more attention from the global fashion industry. Yet, the whole culture has remained a relatively underground movement. Joe Vasquez, co-owner of popular sneaker store “Texas Shoe
“I have never believed in taxing just because of the hype. Because I don’t tax I make more money since I’m keeping it player from the beginning.” Exchange”, shares one of his first pick-ups. “The first piece of streetwear that I would say was just a plain red Supreme shirt that says Supreme on it. I still wear it today.” This is different than others, while a majority of those who do wear streetwear often keep their first piece, a lot of people will try to flip whatever they can get their hands on, which has become ever-sopopular in streetwear culture. “For us it’s just finding that piece
that matches our shoes that we like,” described Vasquez. Which is true, sneakers pay a major impact in streetwear. Whether it’s Jordan’s, Yeezys, Human Races, a collaboration between Supreme and Nike. A lot of the time people will match their outfits to the colorway of their sneakers for an Instagram photo or just for the dayto-day. People can, and will, camp out for days just for a sneaker release either for resell or as a personal cop. Joe explained that, “In New York, they have stores that people just got in all day and buy Bape and Supreme,” which has become commonplace in large cities that have these hyped up stores. It’s not rare to see people line up days in advance for the next Supreme drop or to cop the newest Jordan. A lot of the time, large-scale resellers will hire kids and pay them 30-50 or more to buy a few hundred dollars of Supreme so they can resell and make two or three times whatever the paid for it. Punt Ouch, the other co-owner of Texas Shoe Exchange, shared his thoughts about sneakers and streetwear, “It was just something we collected.” It’s frequent that the average hypebeast will get into the game through sneakers or through Supreme. It starts with kids going on the Internet looking up the best way to cop a new sneaker release and joining some online forum, conversing with other
“sneakerheads” and discovering brands like Supreme, Bape, OffWhite, which is also when they start getting into the high-end luxury houses like Louis Vuitton, Gucci, Yves Saint Laurent, Thom Browne, etcetera. In the past five years, streetwear’s becoming increasingly popular, with it become very popular in 2017 when it was put front and center when Supreme collaborated with Louis Vuitton for Supreme’s Fall/Winter ‘17 season. Vasquez thought that rappers and athletes were some of the largest influencers of the culture, “They influence what we do, what we wear.” Which has strong evidence, seeing as Kanye West, NBA players like Kelly Oubre Jr. are large influencers of the streetwear scene, especially with Kanye West’s popular “Yeezys” with Adidas. —
In reference to the front page, Goyard has become an increasingly large factor in the hypewear scene. Goyard is a leather goods make based from France and omly sells products in-store, instead of online like many others making it very exclusive. @aripetrou, or Arihadji Petrou is a civilian from the UK who has been featued on magaznine Hypebeast multiple times.
by Dylan Woollard
Some resellers can make $500+ on a single pair of sneakers that they sell. For example, earlier this year, a collaboration between brand Supreme New York and Nike for the iconic Air Force 1 sold for $800 more than the original retail price at $950. Popular sneaker selling platform StockX says that the premium over the original price for the sneaker has risen 498.7%
Hot Fashion
The most popular streetwear brands and items you can find
By Harry Booth
T Shirt White Supreme Box Logo T Shirt This supreme brand white t-shirt is an extremely sought after item in the streetwear industry by buyers. The resell value of these t-shirts is massive, and some can sell for up to 7000% of what they are originally bought for.
Backpack Red Louis Vuitton X Supreme Backpack This is one another Supreme brand item that is extremely sought after. This backpack is a collaboration between Supreme and Louis Vuitton and will set you back $7000.
Hoodie Bape X Adidas Hoodie This hoodie is from the brand “Bape� and is another highly coveted item of clothing in the streetwear scene. It is the epitimy of the casual fashion industry, but will set you back around $280. This item also resells for around 750% of what it is bought for.
Shoes
Adidas White NMDs These shoes are another adidas items that connoisseurs of streetwear love to show off. Adidas shoes are loved by many for their casual yet bright appearance. They cost around $100.
Face Mask Bape Camo Face Mask Bape masks are staples for hybebeasts who like to flex on Instagram. Not often are these worn with a whole outfit, because they are inconvenient.
The Blurring Line Between Streetwear and High Fashion By Harry Booth
The notoriously luxurious and pricey high fashion is blending with the notoriously low cost street fashion, and it’s blending well.
Streetwear and high fashion have always been very different. High fashion has defined the class struggle, as adorned in it are the wealthy and socially prevalent. Street fashion is the other side of that coin, a more accepting cultural style that takes in people from all different backgrounds and gives them something to be proud of, without spending too much money. Throughout history the dividing lines between these two styles of clothing have been thick, but now they are blurring. The lines between street fashion and high fashion are becoming less clear, and with it the demographics and people
that these styles are appealing to have become vastly different. This change has largely started in the 21st century, but it is prevalent all over the world, therefore it is an important topic. The economic demographics have especially changed in accordance with the style of clothing, and the desire for exclusive brands and underground style is what is driving this “movement”. Gail Chovan, a fashion teacher at the University of Texas, has a strong opinion about the usual demographics of streetwear: “Number one it’s more applicable to all. I think it’s a more wide spread in terms of
age, race, economic status, gender, all of those things, and it crosses especially gender fluidity when it crosses all of those barriers.” The two styles of clothing are very different indeed, and as discussed above, high fashion has historically been much harder to get. Gail thinks streetwear is more made by the people for the people, saying “Street fashion is more . . . its an individual taking a mix of things that they’re interested in or they are inspired by.”
A hypebeast living in his natural habitat.
Photo By: Drew Buerger
“Street fashion is dictated by the urban youth”
Another person who has a lot owner of a fashion boutique in it takes is one thing, one person of knowledge on this topic, is Kerrville, Texas. This seems to wearing it and it blows up,” says someone who has immersed be a consensus between most of Gail. himself in this culture. He is my interviewees, with Gail saying probably one of the driving forces “high fashion comes out from of the streetwear movement, a fashion house that stays on a Isaiah Garcia, a student in one of brand for decades, stays with a Gail Chovan’s fashion classes at look. Like Dior looks the same, the University of Texas. Isaiah you can tell a dior gown from seems to think that “street fashion 1940 or 1990.” is dictated by the urban Although youth. It’s there are many “All it takes is one thing, just more differences free and between the one person wearing it expressive. two styles, they and it blows up” What’s have become trending similar in the is usually past few years. determined For example, the by looking popular brand at the ‘cool’ Supreme used to crowd”, and the cool crowd be a relatively small inexpensive according to Isaiah are those who brand, but now it’s items are are young and love to show off being coveted as some of the most that famous casual style. expensive clothing around, being resold for around two-thousand Another difference percent of their original value. between the two styles is that “The irony of it is that it started “[street fashion] has a tendency out as this small underground to be more ephemeral” says anti-establishment brand” says Gail. “Whereas high fashion Gail, but now it appeals more to remains fairly classic in its the upper-class and people that design.” This is one of the most can afford expensive items of prevalent differences between clothing. the two styles. Another is that street fashion is usually more This could be a byproduct underground style than high of how the flow of information fashion. “high fashion usually has changed over the years. Social comes from a house of fashion media and public icons are two that has decades and decades of the driving forces of expensive of history like Parisian fashion casual-wear, and “all it takes house, like Dior, Chanel, and is one of those guys, a rapper, geared towards couture which somebody that’s going to wear it pieces are made for individual and then it’s like, ‘oh that’s cool’, people and it’s obviously very because people are sheep and they expensive”, says Keri Kropp, an follow what one person wears. All
Photo By Drew Buerger
These shoes have a resale value of $270
Original Kicks Popular Men’s Shoes over the years Written by Drew Buerger
1920-1929 1900-1909 Laced up leather boots were common footwear to wear to work, as they were durable and compatible in all elements. This was one of the only affordable shoe choices for people during this time period.
1940-1949 Shoe spats, attached to shoes, were used for flaunting wealth, and as a fashion statement. They were usually worn by gangsters and the elite.
In the first half of the 1940’s World War II directly affected mens fashion. Due to the short amount of leather available, mens shoes were very expensive. Thus, fabric shoes were popular.
In the 30’s, the “classic” Oxford shoe came back into fashion, with more brugue (little holes across the shoe) added for breathable decoration.
Cap toe shoes, a common choice for dressier people, were accessable and affordable. Arches were high on these shoes, mainly for fashion rather than practicality.
1930-1939
Blue Suede shoes were popularized after a song sang by celebrity Carl Perkins, and worn by Elvis Presley. The younger generation wore them as casual shoes.
1950-1959 1910-1919
1970-1979 Nike Cortez’ were a staple shoe in the 70’s. thought to increase speed while running, they especialy became popular in Los Angeles as affordable, stylish, and comfortable shoe.
1990-1999
2010-Present
The Nike Air Max 90 was an astounding shoe. Combining the best comfort in the game with new tech (breathable mesh and a multi-lacing system) was a bold move, and it certainly paid off.
Though the Vans Old Skool’s were first released in 77’, today they are a staple found in many closets. Loved for their versitality, these are great beater shoes, as well as being able to pass as a semi-formal shoe.
Casual shoes, such as moccasins, were popular in the 60’s. Like some slippers, they had rubber soles and comfortable material covering the inside such as fur wool, or velvet.
1960-1969
The Red Nike Air Jordan is considered the start of mass marketing of shoes, a major change in the footwear industry offering more and better selection, but with a slightly higher price.
1980-1989
A Bathing Ape x Adidas Super Ape Star was the shoe to have in the 2000’s. The Bape craze had just set in, and this item was extremely rare due to demand and a limited number released.
2000-2009