The Downfall of Hood By Air

Hood By Air is one of the most important brands in this era of fashion, but it has been a wild ride. Shayne Oliver started the brand with nothing more than a few t-shirts, and in a matter of years it became one of the most influential labels in the entire industry. In this episode of Threaducation, we will be looking at how Shayne got his start growing up in New York, how he launched HBA, his unexpected collaboration with Been Trill (founded by Virgil Abloh, Matthew Williams, Heron Preston, and Justin Saunders), his first appearance at fashion week, drama involving A$AP Rocky and Rihanna, and much more. This is the downfall of Hood By Air.
Hood By Air: hoodbyair.world
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Sources:docs.google.com/document/d/1_...

[@futuretyrant2905]

This why having a brand associated with celebrities isn’t always the best idea.

[@DuffMcDraw]

BAPE is also a perfect example of this.

[@culturevultureexclusives]

@@DuffMcDraw wym? Bape bigger now than ever

[@DuffMcDraw]

@@culturevultureexclusives they almost went bankrupt a few times. Nigo had to sell the company. Yeah they’re killing it right now, but they had a few years where things were not looking so good. Go read the interview from 2013 on HighSnobiety. Nigo (the founder) said it himself. Still a legendary and iconic brand, but they almost went out sad.

[@sqirrelboy]

Literally every single brand that sells expensive clothing heavily relies on celebrities. It’s just a matter of how the brand controls them

[@wroth_]

I remember hearing that verse "HBA s**t is weak you can keep that" when it dropped and thinking how much that could hurt the brand itself.

[@Millz5231]

HBA walked so Off White could run

[@Sheed96]

wym what about Pyrex?

[@Millz5231]

@@Sheed96 it's just a comment bro. Pyrex was a street brand. HBA had high end aspirations. HBA are Off White are parallels

[@Sheed96]

@@Millz5231 bro you do realize Pyrex is basically Off-white? It was made from the same person

[@Millz5231]

@@Sheed96 I know what pyrex is and who created it. It's not off white tho. Pyrex run was so short lived, that was an experiment that just worked

[@Sheed96]

@@Millz5231 ya bro Virgil Abloh made both of them pyrex fell off then he started Off-white

[@eloso5670]

Ah the glory days of browsing HBA, Pyrex, etc that I could never afford

[@DarkSideOfTheBrightSide]

🤣 I feel your pain.

[@mightquinnable]

too accurate

[@zombl337og]

get on your grind, and get where you want to be. Its worth it when you're there!

[@Abstractindiefilms]

im conviced we all live the same life lol what a time to be alive.

[@lastlvl]

I miss them days, had a ssur x been trill x Coachella tee going for soooo much in my eBay wishlist 2013 2014 2015 was special

[@Jerrard1983]

A great book to read is "The end of fashion" by Terri Agins. It highlights how a lot of designers disconnect from the business aspects of the industry. Having a vision and running a business are two different things and she really explores that in the book.

[@Threaducation]

I'm gonna check that out thank you

[@prouddogowner]

after rocky now its carti's turn

[@bangersareforever480]

I think Shayne just didn't feel like doing it anymore, i dont think it "fell"

[@CoverArtMatters]

They might have one of the coolest names ever

[@craigelrod2217]

the name sound dope af man

[@DarkSideOfTheBrightSide]

This, and Bathing Ape, are some unique names that stand out.

[@whiteheavn]

Damn coverartmatters is here

[@szn7548]

They? :Dddd

[@lepetitmort1150]

art class villains

[@kitxnx]

I remember being obsessed with HBA during the early tumblr days. Shayne is insanely talented and influential.

[@darenchambers9379]

I honestly know him since he was 16 years old and he is my sister's friend ...very talented designer before going into the fashion world.

[@darenchambers9379]

The first interview with two guys I know back in the day.

[@tropicalwhiskers3922]

Get me that contact

[@jalonzo310]

HBA is one of the only brands that would make it if they attempted a comeback. He just needs to not rely on celebs so much.

[@slowmojack55]

They’ve been back for like a year lol

[@andreja9425]

they are back lol it’s just been a slow rollout

[@KZA518]

They’re back… not sure what year or season it’s from but I literally just gotta HBA hoodie

[@belipe_belipe_belipe]

hoping for a "comeback of HBA" video soon. Dude's talented and I want him back in the scene. Let's see how longs he's staying active for the brand.

[@Threaducation]

yes hopefully, wishing him all the best in the comeback rooting for him

[@AWSSupporter]

There is a new show tomorrow

[@belipe_belipe_belipe]

@@AWSSupporter could you please put the link in here? i cant find it on yt...

[@AWSSupporter]

@@belipe_belipe_belipe i dont think it happened. they commented that on an IG post but removed the comment

[@lategod]

the new season is really good actually

[@shannonmayari]

This honestly could not have dropped at a better time.

[@Threaducation]

💛

[@wavygoods877]

Why is that?

[@Hamdoe]

Why? What's happening?

[@i-never-look-at-replies-lol]

Elaborate

[@willg8292]

@@Hamdoe they coming back kinda

[@chrispbacon1167]

I still have so many HBA clothes we use to love wearing it to go out 2010-2015 NYC was really historic

[@psydigoxkl]

This channel is also a marketing and branding tips. Taking my notes! Cheers, keep doing well bro!

[@Threaducation]

thank you bro, glad you can find the channel useful! appreciate you watching

[@Yaguchi_jimia]

Dude you've legit held me down this whole quarantine with content theyre so info packed and entertaining im glad I accidentally found this channel😭😭😭

[@Threaducation]

haha im glad you found it too!

[@jdot_smith1777]

Hood By Air is a geological reference to the hood (inner city “neighborhoods” that black people live with lower income, less home ownership, zero funding to parks and sports , a thriving source of creativity) Hood By Air is a bite on Nike ... Air Nike in the “ hood” Nike is king. So the name Hood By Air is great conceptual play on words that merges the value of Nike and the unrecognized creativity of young black influenced of the Hood . Hood by Air

[@lategod]

i thought hood by air is like the mail thing and kinda like shipping the hood to all the people who don’t live there

[@jdot_smith1777]

@@lategod never heard that one but i can believe it

[@lategod]

@@jdot_smith1777 yeah i really don’t know i can’t remember if i heard that or just talked about it

[@YoungYahtz94]

@@lategod tbh this makes more sense to me than OPs explanation lol ppl be putting wayyyy too much depth into stuff when really often times it’s more simple than you think. “By air” has always been a reference to mailing

[@lategod]

@@YoungYahtz94 yeah occam’s razor haha sometimes the simplest answer is the right one

[@lolog5077]

I believe Hood By Air could make a big comeback.

[@Yohjisbluff]

Now Carti wearing Hba now

[@whosthatpeepininmywindow6743]

The Aphex Twin long sleeve with Richards face and HBA on the front is still one of the coldest street wear pieces to date. I’ve seen some good ones, but nothing on that level.

[@Timihaastrup]

Two uploads in a week?! Bro is spoiling us at this point. It’s crazy to see how much one artist impacted the fall of the brand. Just goes to show how much musical creatives impact fashion.

[@Threaducation]

more videos on the way 😁

[@ill-nois2282]

Damn I remember when TI$A, BeenTrill, Pyrex was in. This is a great channel, love this series.

[@imissme8313]

You remember karmaloop and plndr …

[@litkakashi]

amazing video again man, your production value is so high! I would love to see you do a video on the style evolution of killy, I feel like a large part of his fanbase was built upon his unique style

[@joshhenry2446]

Your videos are always good. Super good research on every topic.

[@Threaducation]

thank you I do my best 🤝

[@newbiegains6525]

I’ve been watching your channel non stop… keep the amazing working coming, there are so many designers and labels I’d love to see videos about. Are there any ways in which to support your work?

[@Threaducation]

thank you! the best way to support my work is to keep watching and share with friends 🤝

[@kobewankenobi248]

*Its lowkey coming back I’ve seen a few “celebrities” wearing it recently. I was never into myself but could make a resurgence*

[@von11k89]

Coi Leray wore some HBA pants at the BET awards this year

[@SheezSoDope]

I was just thinking about what happened to HBA the other day and this video showed up in my recommended! Thank you for making this.

[@hustlesmart9021]

Loved this! We need a Heron Preston vid next!

[@bengie_g886]

Love your videos man, literally 2 weeks ago I had no knowledge about fashion, then I binged and binge watched. Now I actually have some general knowledge now!! 😃

[@Threaducation]

so dope to hear lots more content on the way thanks for tuning in bro

[@pretty.billy.]

This beat low key slapping in the background

[@mdnghtppl0000]

Great video as always! I’m sure you already have a long list of topics in queue but i would love to see you do a vid on cpfm

[@Threaducation]

yes working on a few videos rn but cpfm is definitely on my mind

[@mdnghtppl0000]

@@Threaducation dope! keep it up!

[@nocontext9926]

I just seen baby sosa in hood by air and she is a young aspiring artist/model, i think he rather just be exclusive than overly saturated like most luxury brands

[@pariswildin4719]

It’s great day when you upload 😆🦋

[@Threaducation]

💛

[@slickrick1856]

Just wanted to let you know that your videos helped me out of a slump and even a low point of deep depression. Thanks and keep it up

[@Threaducation]

thank you for watching - glad the videos could help you in some way 💛🤝

[@Milan-fo7tq]

Great video man, Shayne Oliver deserves so much respect for taking on so many challenges and introducing new perspectives on fashion design, I'm looking forward to what the brand has in store for the future

[@Threaducation]

Couldn't agree more!

[@sp-te6xi]

tht rihanna and asap rocky situation is a classic case of the black excellence community eating off black creatives and getting all the credit.

[@gilliandoplemore9357]

what are you saying.

[@davedavinci1349]

Make it make sense

[@Bensux]

@@gilliandoplemore9357 15:20 He wanted ownership simply because he promoted it. 🤦‍♂️

[@lildurag2599]

@@Bensux THANK YOU AND KILLED THAT MAN BRAND BECAUSE HE SAID NO...THAT SHIT LAME AF

[@moeshojo]

i was just about to say. that was the perils of black capitalism in action. 😩

[@Vett13]

This man going crazy with the uploads

[@Threaducation]

I gotta hold it down

[@willthomas1342]

Growing up I would wonder why my brother was so sensitive over his HBA merch. He would kill me if I mess his HBA clothes let alone try to wear it 😭😭

[@ThatGuyZion]

Amazing video! Can you please do Murder Bravado?🙏🏽

[@labelmeposh]

I'm sure he's much happier now he's out of the entanglement of entertainment.

[@Stencio]

Another great video Thread!

[@Threaducation]

thank you for watching!

[@DarkSideOfTheBrightSide]

Oh man, this is a great Fourth of July, my guy uploaded another classic.

[@tm51411]

i would call this a downfall more like he took a break

[@soapcake1]

another great one. best videos

[@Threaducation]

🤝

[@saulocampo802]

Now people finna look at this video thanks to carti

[@leebishop7591]

Great ep, keep going...👊🏽

[@Threaducation]

Thank you 🙌

[@ghostdesignstv]

I completely forgot about HBA! I knew streetwear was changing when HBA dropped, the best comment on this video says "HBA walked so Off-White could run" - this is the truest statement ever

[@bankroll_gotti99]

Thank you Carti

[@_BND_]

You gotta get high like this

[@daicia_]

HBA just took off again 🔥. Kanye at BET Awards

[@user-ob9zo9cr4c]

yeah, love to see it. them both now on photos.

[@bbbbbbbbbb0]

This whole video took me back to the early 2010s tumblr days.

[@MoneyOverFame]

facts.

[@benobrien9223]

@threaducation does anyone know the source of the background video from at 21:05 to 21:30? Thanks so much

[@BHTSGOHARD]

trip down memory lane. HBA was one of the first brands that got me into wanting to know more about the street wear/high fashion scene at 12 13 years old. Being a young kid from east la I just wanted to know more and more being naturally into fashion since I could remember. I’ll be releasing samples for my brand real soon it’s going to be the next great “thing”. A.R.

[@jimster6904]

I’m in the same boat as you growing up in east la skateboarding and being into fashion at 12 is an era I miss as well as them tumblr days and watching asap music vids

[@shewaninterview]

Really love your videos bro

[@Threaducation]

thank you bro appreciate you

[@shewaninterview]

@@Threaducation coild you do more vids like on odd ball brands 20471120 and CDG or like raf, msrigela

[@_nickatnite_]

I remember the 40oz hat with the been trill shorts and the hba shirt had me feelin like i was really sumn' 😂😂 always loved hba and the ppl around it.

[@svdden_dread]

Maaan this channel is pure gold 😍

[@blackbrainz]

I know he did some work at Helmut Lang and Diesel but would love a HBA revival. Shayne was a great combination of hard working and talented and genuinely deserved his success but he also pigeonholed himself aligning so closely with certain influential people. You see the effect Multiply had, Rocky really did kill HBA's mainstream appeal. It was cool seeing HBA in the LGBTQ scene and a lot of die hard fans still exist plus Shayne collaborated with Arca for awhile and that seems like the kind of artist who can champion HBA for a different audience. All and all, Shayne is a brilliant designer and I hope people don't come away from HBA thinking it was a footnote. I'm sure we will see designers that are influenced by Shayne, Virgil, Jerry Lorenzo, Matt M Williams, Craig Green and the like.

[@jesusfreaklol1]

there is a revival going on rn

[@jaywilldoit]

Hood by air never was up to par with the real fashion houses with real history. It was the flavor of the week.

[@stefanoestor6077]

welp this didn’t age well.

[@veeanon2238]

Imran potatoe vid? Vandy the pink? Marino Morwood? Those would be cool vids for underground streetwear.

[@ReedMySole]

I can think of so many brands that live off of the simple design of the hood by air shirt. God is dope is one of them. Great video.

[@ThtCam]

tuned in 🖖🏾

[@Threaducation]

🤝

[@Alejandro-cw1uk]

A Matthew Williams would be a good next episode

[@MiNi-ke5yi]

Matthew Williamson?

[@jpacun]

@@MiNi-ke5yi Matthew M Williams, founder of Alyx and creative director for Givenchy

[@mahadjama1565]

consistant fye vids 🆙🆙

[@Threaducation]

📈

[@TyHybrid]

He talking into a walkie talkie antenna lol

[@gregdahlen4375]

do some on some Los Angeles companies (I live in LA)

[@imissme8313]

Man this hits the heart the days of being a pre teen maybe around 13 14 not sure but the tumbler days seeing asap rocky wearing all this shit with the basketball shorts and the long socks with the hoodie and backwards cap fuck what a time remembering being on karmaloop and plndr scrolling at 12 am in the summer seeing all the new tees that came out and the snap backs wishing my mom could afford that bs scrolling through eBay seeing the prices on the tees and day dreaming of the outfits I could wear but had to settle with what I was bought when I was young , Tyler the creator introducing me to supreme then going down the rabbit hole of street wear and graffiti … bansky etc etc what sucks I was stuck wearing some cheap marshals cloth ahaha idk if anyone else can relate

[@Threaducation]

I feel you bro, that's a time we'll never get back, that's why I like making these videos - like a trip to the past almost

[@IvarConq]

Dope work mane

[@Threaducation]

thanks mane

[@seoulful1997]

Getting this one hood by air long sleeve when I was a lot younger was one of the best days of my life.

[@brandonn7010]

Great commentary

[@SSGKOBE.]

will u make a video about RAF?

[@user-ob9zo9cr4c]

Hood By Air is different in many ways, if you're very into electronic music.. but that specific/lowkey side, or Arca 2015 area, etc etc. you know what's I mean, around HBA is a lot lot to see/check for many of you, easy to say downfall.. but in nishe this brand still warm af, now Shayne slowly returning with also music project/s, etc etc.. it's always must be huge/popular?? HBA is more lowkey but is more special, especially that double shoes for example. very iconic moves. respect Shayne

[@user-ob9zo9cr4c]

Generation Z will say HBA dead cuz it's not popular or his fav rapper that know about him/her almost nothing than 1 track don't wearing it, haha

[@user-ob9zo9cr4c]

I guess Shayne said about HBA name in Kervin Frost interview, I believe.

[@varinn872]

what the fuck does this mean 😭

[@CollectorsChest]

U lost me

[@aavalestormiconicperformer]

This was an intriguing brand that had an edgy design and a casual aspect that people love. It could have gone further.

[@yungstslime]

Yo what’s the background beat though

[@ELISHACAEZ]

Will Threaducation make a video about me when I release my capsule? 👀🥺

[@vaporizr420]

Lmfao Cartis beefing Rocky

[@beanonlockdown4426]

Another upload yess

[@Neftegna]

This is the problem with new fashion brands. They've no solid foundation to keep being relevant. BTW. The only reason OFF WHITE is somehow still relevant is because Virgil Abloh's job at Louis Vuitton.

[@user-ob9zo9cr4c]

insane how many pieces is like unreleased or impossible to get.. no matter if price is low or high lol I want to so many stuff but I also don't trust Grailed .. so quite hard to buy stuff !!!

[@tequilapapii5936]

I had a few HBA shirts some years back & i felt godly. The clothes ( expensive af ) were so next level. 👏🏽

[@juntakahashifan7941]

thread doesn't miss fr, also can we get a style evolution of kanye 👀

[@Threaducation]

working on it - Kanye video gotta be perfect

[@abbygail4244]

Fast forward to 2022 BET Awards, Ye rockn Hood by Air Leather Jacket

[@user-ob9zo9cr4c]

long way af, he deserve more for many stuff. he put many people on also. great persona.

[@justdoinit2378]

The brands falling is the result of toooo many men with catty attitudes. I’ve never heard so many men getting upset bcuz someone didn’t give them a shout out or bcuz another man didn’t give another man ownership for wearing the clothes n etc. Smh everyone lost sight of the bigger goals!!

[@davidfinley8777]

You forgot to mention the bondage collections towards the end. Leather dog leash, chains etc

[@chinchillamiller]

Binging all threaducations today. HBA was one of my favs 2016 so sad to see it die the way it did. Now I can actually find some pieces at my local TJ Maxx & Marshals. SMH

[@808Slush]

Thanks carti

[@rohanraj1853]

Thank you sir for educating us

[@shalomythehomie4407]

HAD TO WATCH :,)

[@Threaducation]

the homie fr 🤝

[@shalomythehomie4407]

@@Threaducation 🫂

[@BrooklyntoBrixton]

I remember seeing Shane and Raul at Vashtie's parties. Hood By Air was a funny interview show Shane and Raul used to do on Vashtie's KZbin page. It's when KZbin first started. It was kind of a joke.

[@user-ob9zo9cr4c]

13:50 this shorts so damn good

[@labelmeposh]

I'd been wondering about this brand because that pink and red top Rihanna had on was raw!

[@KZA518]

Just got the all back hoodie with the HBA logo on the chest since it wasn’t overly bad priced and, just to have a lil piece of NY streetwear history and the era I miss

[@GoesByStackoLive]

I REALLY LIKE UR NAMED TOO "THREADUCATION:"" IS HARD AS HECK!

[@gmfr2762]

HBA is making a comeback, hope it goes well this time

[@easyyeye]

ik they r making a comeback this year

[@wizzle213]

You should do one about Dee and Ricky

[@willherrenkohl939]

5 days ago hood by air, once again, is being reluanched and again will be on a hiatus

[@user-ry7po4co4l]

I was so obsessed with Hood By Air back in the day, waiting for the drop and shit on VFILES and all lol it was a good ass time fosho

[@user-ob9zo9cr4c]

20:55 Helmet Lang

[@gamerville2728]

Do a story about palm angels.