Hype culture and street style often feels like it’s dominated by cis straight men. Given how historically an interest in fashion has been seen as a feminine trait, hypebeast culture was seen as a way for traditionally masculine men to express themselves through fashion without being seen as effeminate. It helped create this idea of street wear as an exclusive boy’s club.
That, of course, is not the case. Something that queer people know especially is that fashion, in all its forms, is for everyone. And someone who knows all about this is Sukuta. As a fashion blogger and self-confessed hypebeast, she is changing the face of streetwear. Take a peek at her Instagram and you see someone who has an eye for clean aesthetics but who knows how to liven things up with a pop of colour, be that through accessories or her incredible taste in trainers.
Sukuta also approaches things differently. While many people passionate about streetwear and hypebeast culture are wrapped up with copping the latest drop, regardless of whether the items are actually worth having or not, she prioritises quality and an affinity for pieces over hype and the appearance of luxury. “I would say curate a list of quality items that you really want and try working towards getting them,” she says.
Nevertheless, this focus on the popularity and uniqueness of certain items still drives much of hypebeast culture. It can make building your own collection of “wavey garms” seem impossible. For this reason, GAY TIMES, in partnership with Klarna, sat down with Sukuta to curate a Hypebeast wishlist, to learn more about her own street wear journey into collecting, who inspires her and how others can get involved and scoop those rare trainers you’ve had your eye on.
Hey Sukuta. How did you first get into hype culture?
I first got into hype culture through sneakers again. In the last decade there’s been a rise in sneaker collaborations with public figures and luxury brands. When I had my first job at 17, I would save up and buy hyped trainers that I liked. Through social sneaker communities, I met like-minded people with similar shopping interests. This then crossed over to clothing, jewellery and even elements of homeware. I’m not exactly a Hypebeast to the T; I love a good pair of shoes, hype or otherwise, and wear just as much Primark as designer, luxury and limited products.
How would your friends best describe you?
After asking some friends, the consensus has been that I’m calm, laid-back, creative, spontaneous, stylish and witty. I don’t take many things too seriously and I have as much fun as I can. I am always up for trying new things or picking up new random skills to serve my wider interests.
How do your interests and hobbies influence your style?
I’ve always been really into music; I study Sound Engineering. The development of any sort of style I have started with sneakers and sneaker culture. Most of the shoes and clothing brands I knew existed outside of the day-to-day high street came from hip-hop for me. Most of feeling like my shoes need to look fresh and clean or trying new style combinations is a result of music videos, Instagram and Tumblr, when we all used it. The foundation of my style is a culmination of all these spaces and things.
Who are the people you take inspiration from and what do you love about them?
I take inspiration from my friends, so many of whom are doing great things. I feel like I’ve been fortunate to be around some talented people. A lot of my friends have a work ethic, far stronger than mine, and being around people so focused and motivated on their goals and dreams pushes me to try harder. I love that the people around me are so supportive and loving of the things I do, and the things I don’t. I love that I feel a sense of community with everyone actively playing a part in my life.
What’s your favourite purchase you’ve ever made relating to being a Hypebeast?
My favourite purchase ever is the Nike Sacai LD Waffle in blue, red and yellow. I don’t often win shoe raffles and was ecstatic when I managed to get them. I was obsessed with everything Chitose Abe put out at the time. They’re a shoe I wear often, weather permitting. They’re super comfortable, which is key. A lot of hype items aren’t as functional as everyday items; I never would do it but I could run in my Sacai If I wanted to. They’re a vibrant and colourful, well-designed shoe. I love that a lot of sneaker brands are recreating original and archived silhouettes, it’s really refreshing – they’re often made better or made for a purpose.
As a Klarna app user, what’s your favourite shopping feature on the Klarna app?
My favourite feature on Klarna is browsing for inspiration. They partner with known brands and creators to curate items I usually find myself interested in. The select stores feature, where you can see what pieces others are buying from on the app, is very insightful and inspiring. I enjoy seeing people I know, or designers I like, showcasing the pieces they have and like, and then sharing where to buy it on Klarna. I don’t always feel the need to buy things, but it’s a great feature being able to save brands, deals and items I’m interested in for later.
With the freedom to shop anywhere within the Klarna app, what are your favourite retailers to copy your most hyped items?
I love that I can buy items on Klarna with END. END stores stock loads of brands I love, the benefit being that even if a brand isn’t on Klarna yet, I can buy the items through the END. I shop there a little bit and there’s always items I’m interested in. END does sneaker raffles too, so I can participate in those. The store is always up to date with the latest seasons and drops of staple brands mid-high end brands.
What advice can you give to someone looking to get into hype culture?
I would say curate a list of quality items that you really want and try working towards getting them. A lot of brands are more popular through social media and more accessible. It can be hard as a regular person to purchase sought after items in the current reselling environment. Even if you don’t want much. Hypebeast culture at times is very temporary and wasteful, moving on to the next best thing. Always try and choose the quality and love of a piece over hype and the appearance of luxury.
Shop Sukuta’s Hypebeast wishlist in the Klarna app here. With the Klarna app, you can create your own wishlist, get price drop notifications and can even spread the cost into 3 interest-free payments when you do decide to checkout via the Klarna app.
Klarna’s Pay in 3 instalments credit agreements are not regulated by the FCA. Use of these and any missed payments may affect your ability to obtain credit from Klarna and other lenders. 18+, UK residents only. Subject to status. T&Cs apply. klarna.com/uk/terms-and-conditions.