The epicenter of Reno Hype Culture
Carlos Perez checks in with Jared Marlisa, owner of a popular hypestore in Reno to get an update on how the culture of hypewear is evolving locally and what the future may look like as demand for exclusive items surges.
Creatives in Reno are making a name for themselves by cashing in on the growing demand for hype culture items. Hype culture refers to the constant consumer search of the newest, trendiest “big thing,” from sneakers, to bags and action figurines. A hypebeast is a person who wears what is hyped up.
Just a few years ago, you needed to rely on your local reseller or drove to California to visit a store. That was more money out of your pocket.
I sat down with Jared Marlisa of Global Goods Shop who now offers lots of possibilities for in person shopping right here in downtown Reno.
“Five to ten years ago I think the culture has changed dramatically but I think fashion always changes dramatically,” Marlisa said. “As far as hype goes, it was definitely not what it is today”
He said it used to be just a few retail stores such as PacSun, Tillys, Zumiez and skate shops to get some of the prized items. Recently prices for certain items from brands like Supreme and Nike have skyrocketed, due to higher and higher demand.
“It’s definitely become a lot more saturated now” says Marlisa. “But it’s cool too because it makes things a little more accessible for everyone, kind of makes the community come together and bond over these items we all want.”
If you’re involved in the community of hypebeasts here, Instagram is your best bet to stay in tune with the fast-paced culture. Outside of the main hub that is the Global Goods Shop, some new competitors are emerging, some with a physical place to call home and some who are making it big solely online.
The future of the Reno hype culture is still up in the air and with more competition growing, prices are fluctuating. This inconsistency is confusing a lot of people. Customers may feel frustrated or ripped off because one store is selling a particular item higher than the other, but really it’s a matter of supply and demand.
“We’ve done a lot of collabs with different brands, We’ve done pop-ups with some brands,” Marlisa says of his own strategy, which includes outreach to young local creatives. “We always like these young and hard working, even high school kids, who have these ideas and need a spot to come sell, market and promote their items.”
Reaching Out Into the Community
Marlisa has been partnering with others in the community such as Neon Babylon (in screengrab above) to promote up and coming small businesses, offering discounts on their items to get people to show up.
“We had a homie named Rodrigo who is doing the dream barbershop now, he used to cut hair here and now owns his own barbershop. We’ve had DJs do some sets here,” Marlisa said.
Bringing the community together is what it’s about. The idea that if the community becomes more familiar with each other, the culture will survive and young creatives will succeed from that whether it be from local fashion brands, small food businesses, or even local barbers.
