Three years ago I did a lot of research for my job on hype blogs when they were in their prime.  Hypebeast having been one of the more popular hype blogs had its fans and its critics. I remained neutral.

While in my research I came across a blog that was the anti answer to Hypebeast, it was simply called, Don’t Believe the Hypebeast. In a rise of sneakerheads searching for their limited edition kicks or flossing the latest piece to come out by Bape (before it hit the US) Don’t Believe the Hypebeast struggled to prove their activist point of view.  When they had just started to begin a fan base, Don’t Believe the Hypebeast was shut down and the hype era continued for the next couple of years.

I came across a couple of Anti-Hypebeast videos on Youtube and decided to see what happened to the blog that I once admired because it went against the grain.  Satchel of Gravel is, “resurrected from the ashes of Don’t Believe the Hypebeast.” Their about section says it all:

Satchel of Gravel is observational humor and commentary on the current state of youth and street-culture, as it pertains to fashion, music, art and pretty much anything else we want it to.

If you or your brand take anything on Satchel of Gravel as fact or are hurt or offended by the reality of our content, then you probably buy into the concept of limited edition sneakers, wear a bandanna over your face, and read street culture blogs way too much.

Source: Satchel of Gravel

NIECEE’s TAKE AWAYS:

• It’s all about timing. When I checked back to see when the guys who started Don’t Believe the Hypebeast re-established the blog it was back in Oct 2007. It was the perfect time because all those anti videos on Youtube came out at the same time.  The Anti-Hypebeast movement was on a rise.

• Transparency. Three years ago, no one wanted was being honest about all of the hype in streetwear. Today, that’s all that customers want…honesty.