Starting out as an early chronicle of sneaker culture, Hypebeast has distinctly evolved into an online magazine that lives up to the tongue-in-cheek origins of its name as a go-to influence guide. Since 2005, founder and editor-in-chief, Kevin Ma has been a sartorial force in covering streetwear. Reflecting Ma's own growing interests, Hypebeast soon expanded into coverage of art and entertainment. Collaborating with such style giants as Adidas, Hypebeast soon gave rise to HBTV, an in-depth look at the talent behind the brands.
Operating from its headquarters in Hong Kong, Hypebeast is driven by a sense of good taste uniquely its own; a distinction that has earned it the honor of being one of Time's '50 Best Websites' in 2008 and a digital street cred that has led to the recent launch of its on-line store.
Hypebeast began as a blog that chronicled sneaker culture. How did you come up with the name and how has Hypebeast evolved since its launch?
I didn't actually come up with the term "Hypebeast" myself. "Hypebeast" is an existing term used to describe people who are obsessed about following a trend or wearing something only because the product was hyped up. I thought it would be interesting to use the word "hypebeast" for my blog to make fun of the sneaker culture at the time. I liked the irony of it.
I registered the domain "Hypebeast" in 2005 and since then it has evolved into something more than just sneakers. It's fashion. It's culture. It's design. It's art. It's everything we are interested in.
See the rest of our interview with Ma after the jump.