As streetwear grew in popularity certain brands grew as well, creating a certain hype around specific well-known brands. These hyped brands lead to an entire different subcategory of streetwear culture: the Hypebeast. These people typically purchase only well-known brands, often at high prices. High retail prices and low stock lead to very exclusive items, meaning very high resell prices. These high resell prices contributed to the rise of the reselling community, where one would buy exclusive items for retail and then sell them for more. Some examples of hyped streetwear brands are: Off-White, Supreme, Yeezy, Bathing Ape, and many more. 

Underground brands have their own attractive features. With less hype attached to the brands and less public attention it is easier to focus on the message that the brand advertises. This typically means that these brands focus more on the definition of streetwear: incoporating aspects of hip hop, skate culture, street art, and many more originial ideas. These brands for the most part do not have to worry about the reselling community as much and is usually purchased by followers of the brand. Some examples of underground brands are: Advisry, Butter Goods, Fuct, and many more.