The Nike swoosh, the Ralph Lauren horse, the Vineyard Vines whale. Brand names and logos are plastered just about everywhere you look, in the form of billboards, online ads and commercials. The pull of brand-name products is undeniable, and with celebrity endorsements and promotions on social media, big-name brands are enjoying what seems to be their most profitable era yet.

But is the hype rooted in the genuine quality of the products? Or is the name itself worth the more expensive prices, regardless of quality?

“I think some brands have better quality clothing and part of that is because they’re really expensive, so they have the means to make better quality clothes,” said senior Skylar Graham. “However, there are clothes of the same quality that aren’t as expensive because they don’t belong to a popular brand.”

Some brand names have built a reputation among consumers due to the type of clothing they sell. “When exercising, I find myself drawn to Nike or Under Armour since they are marketed as the performance brands,” said senior Chris Calimano.

With exposure to thousands of other teens on social media, many of us are drawn to the brand names we see on posts.

“It’s all about leveling up these days,” said senior Danny Hoerle. “Younger generations’ exposure to social media intensifies their craving for brand names in order to increase their social status.”

The effects of this new subculture of wearing exclusively trending brands, otherwise known as “hypebeast culture,” are seen throughout pop culture, especially music. Songs such as “Gucci Gang” by Lil Pump and “Versace on the Floor” by Bruno Mars boast lyrics and song titles that promote specific brands which fit the concept of their art. However, the difference between celebrity endorsement and hypebeast culture is that the latter seems to be more connected with the modern-day generation.

“The hypebeast culture is great for people that resell clothing for profit, but also shows some materialistic flaws in our culture,” said Calimano. “A $70 Supreme T-shirt isn’t any different than a $20 polo T-shirt, but people will pay more to show the image they desire other people to see.”

The market for used brand-name products has exploded in recent years, expanding past just sneakers and moving into clothing and accessories. Middle school and high school students have obtained enormous profit from purchasing and re-selling these products. But for some, hypebeast culture isn’t as accessible as many others find it.

“For some it may be a way to identify with a group, but creating groups like that makes people feel bad because they can’t afford to keep up with those trends,” said Graham. “Having to wear off-brand dupes can bring insecurity to those that just can’t afford to get on-brand clothes.”

What about different types of brands that are at the same price point? Many find that different brands represent different aesthetics and styles, and can be used to express parts of their personality to the world just based on the label on their clothing.

“Certain brands can carry more weight in the fashion world than others,” said Calimano. “Some products are iconic. Is a Louis Vuitton belt just as expensive as a Gucci belt? Yes, but a Gucci belt carries more weight due to its presence in pop culture. I own a lot of clothing like HUF and Reef as it gives off a beachhead kind of vibe. I shop for brands like that because each brand markets a certain style that fits my personality.”