A while ago, a mysterious blog popped up, at dontbelievethehypebeast.com. It was a pretty humorous look into the over-hype that unfortunately plagues this newly named thing called “streetwear.” The blog was essentially a parody of the whole interconnected community of brands and hype, which was honestly really funny, refreshing and true.
Anyhow, the site vanished abruptly one day, leaving us all wondering who the mystery bloggers would diss next. Well, apparently after some digging around, and probably some loose lips, it’s been determined who the culprit was.
While the world continues to become more connected, independent companies small
and large are capable of much more then ever before. Our goal is to help independent
brands—the people behind them, the art that inspires them, and the causes that support
them—to become a part of the world’s everyday decision making.