Kevin Ma, who founded the blog in 2005 when he was a student in Vancouver, didn’t know much about fashion then. But 13 years later, the Hong Kong native sits quietly at the top of a publicly traded Hypebeast empire. Mr. Ma, 36, and his team have been reluctant to share too much information in advance of the festival; it might kill the hype. Instead, taking cues from the brands that they’ve promoted for years, they are letting news about the festival trickle out slowly, and letting intrigue build. There will also be music, food, art and talks with fashion designers, held in a “Hypetalks panel discussion area.”

Source: New York Times September 12, 2018 15:19 UTC