Description

Description

This tome kicks off Augustman’s inaugural exploration of “hype” with close to 30 pages on streetwear – from the latest sneakers (p. 26 to 35, p. 106 to 109) to totes and the latest runway-worthy ensembles (p. 114). The October issue is headlined by the King of Singaporean hype and Hip Hop himself, Yung Raja (p. 96). Hype culture has also grown with the generation that was part of it. In the good old days, we were willing to make sacrifices to take home a hoodie or coveted pair of Jordans; now all “grown up” we are ready to do the same for a watch. And we have a smorgasbord from p. 38 to 73 on everything: from the simple yet sophisticated Finissimo to the gorgeously larger-than-life overbuilt complications from Franck Muller. Suffice it to say, Hype is now an all-encompassing movement that transcends the generations. Everyone from your Gen Zs to Boomers is invited. I’m not kidding, the Oyster Perpetual Day-Date (p. 102), the most popular timepiece from my father’s era, is now considered “hype” – the more gold metal, the better. Welcome to the age of the Hautebeast.