DanTranimal

Of course, often at times this may come on the back of incorrect postings but that’s often part of the new aspect of blogging as a media platform. I don’t necessarily agree cause you forgo quality for speed, but it is what it is. However, PR could learn to benefit from making things MUCH more efficient.

DT:  Hypebeast’s Alexa ranking is around 4,000 and it has over 24,000 fans on Facebook. What has Hypebeast done right in terms of increasing viewership and establishing a brand?

EK:  At the end of 2009, we took a more active stance in our social media, that meant updating more frequently, making better use of it. It’s been pretty succesful thus far as we’ve been able to add a decent amount of clicks through Facebook (more succesful than Twitter). I suspect that Twitter hasn’t been as strong because most people are checking from their phone while Facebook is group/fan page checking which may be done more via a desktop/laptop. I’m not too sure. But having said that, I guess Hypebeast as a brand comes down to our content and what we put out. We really want to be more than a blog, I’m still somewhat embarrassed to call myself a blogger and while it’s fun to joke and call myself one, I’d rather be an “editor” haha.

DT:  In one of your previous interviews, you said you decide on what becomes features based on what your target audience wants to see and what you personally like. How would you describe your average Hypebeast reader? Does your personal taste ever clash with what your demographic wants to see or vice-versa?

EK:  Haha… I can’t really say that i know who the target audience of Hypebeast is. In reality, HB is a shit-mix of A LOT of things and perhaps the reason it has become so big and well-trafficed is due to its diversity and expansiveness. Although one thing I can agree on is that one of our core demographics is the United States. By virtue of being located in Hong Kong, there’s a definite disconnection at times. For better or worse, the Internet has created a playing field where this aspect isn’t necessarily a downfall to not be among your core demographic. You may not have the most authentic voice but there are enough outlets to become educated on a lot of things these days and to pursue your interests.

DT:  We’re doing this interview on Google Wave since it seems to be a middle ground between e-mail and instant messaging. It doesn’t seem to have reached it’s expected adoption. What do you think of it so far?

EK:  I personally forced myself to learn how to use Google Wave and to mess with it as much as possible. I feel that early adoption has its benefit in the sense that you can learn things at a slower and more gradual pace rather than play catch-up. I instantly recognized its potential but unless they iron out even the most minor of bugs, it’s still a good idea. I’d rather not recite shit I read across the web of how to make it better, but I do think that it’s a cleaner and more concise way of building ideas and concepts.

DT:  Since the music industry is in shambles, most musicians, especially hip-hop artists, are looking at other avenues to generate income off of their brand. Fashion seems to be one of the steps in that direction. What’s your take on this?

EK:  I think few people have had the ability to transfer seamlessly from one arena to another and replicate their success to the same degree. It takes an incredible attitude and a great open mind to make things work. In reality you’re often going from something you know very well to something you’re less familiar with. I’m sure you’re familiar with that statistic that you need to practice something like 10,000 hours… there are only 24 hours in a day homie. Only way to make up a lack of knowledge is with the right attitude and the desire to soak shit up like a sponge. Time constraints, egos, whatever it may be can often be detrimental. But alas, there exists a large flock of sheep out there and for celebrities, it doesn’t mean they can’t be succesful selling other products like fashion, it’s whether they gain a level of respectability amongst the rest of the industry… but that’s not really all that important if cashing checks is the goal.

I’ll be adamant about this, the likes of Kanye West and Pharrell Williams ushered in a new wave of fashion that brought an unforeseen level of diversity. Only somebody of Kanye or Pharrell’s status could make it acceptable to travel seamlessly between high and street fashion and spawn a new generation of people interested in fashion. Who else has done a look books and collaborations with Bape as well as work with a fashion house like Louis Vuitton?

DT:  You’ve been to a number of different cities in the world, especially in Asia. What country’s been a trendsetter in terms of fashion and what makes them so?

EK:  I actually haven’t traveled nearly as much as I had wanted too nor have I spent as much time in the city’s I’ve visited. The easy answer I guess is Tokyo, but I would feel from my general understanding that Scandanavia would rival Japan for legitimate applicable fashion. Sure you can see some fucked up “next level” shit in Tokyo, but is it really something that is realistic and can be worn in a few years let alone in half a year? I would generally say no. But the Japanese also have a great respect for their craft. The commercial aspect of fashion is not often at the forefront of one’s motives for creating fashion.

Aside from a strong creative outlook in fashion, Japan’s garment production is second to none so that really helps push the agenda. I’m not really sure why Japan’s selective parts of culture are so well developed. I do have a feeling that their regimented life offers few areas of expression. And those outlets that are available, you better bet your sweet ass they’re going to use it to their fullest. So maybe that means that they get a little more drunk than they should, watch a little more rape-porn (ok this is a bit ignorant) than they should but it also means they really do a great job when it comes to making clothes.

DT:  With China’s growing importance in almost every industry worth mentioning, where do you think it’s role is and will be in the world of fashion?

EK:  I have some differing opinions on this. At the root of all this, I see two big issues when it comes to China and developing its own culture (not to say that the current trends won’t rectify the situation). With the limitations with censorship and the inability to consume and be subjected to new cultures and experiences, I think this slows down the amount of inspiration derived. I firmly believe education is the foundation of inspiration. No fucking way anybody can know everything about everything. Meaning if you keep an open mind to soak up information, you’re bound to find something of interest that you’ll look to pursue. While the lack of worldly experience is one thing, there is obviously a growing group of Chinese going abroad. So potentially, they have the chance to return to China with a more balanced outlook which embodies both their country of birth AND the culture of their schooling country. But how many are going abroad in the creative realm versus the tech and other professional industries? Lest we forget, not many Chinese parents push their kids towards a job that relies on creativity.

Secondly, the current trend in fashion as a manifestation of the country’s own culture is gaudy, conspicious fashion that tells those around them… look I have casssssssssh money. This has in itself created its own aesthetic. I would say that China’s own approach to flaunting wealth is a larger issue than fashion, meaning unless culture changes, we’re left with sensible products left on the shelves while highly branded products get bought up with ridiculous fever.