Burberry has announced that it will be launching limited monthly product drops via Instagram. Following a branding overhaul, Burberry is showing a commitment to innovation, as it attempts to capture the youth market, using a marketing tool more closely associated with streetwear.

US yogurt manufacturer Chobani is celebrating the launch of its new product with an exclusive lifestyle and clothing collection. Trading on Gen Z’s insatiable desire for hype, the brand hopes its foray into the fashion world will convert into sales for its yogurts.

Considered the most disruptive force to come into collision with the clothing industry this century, streetwear – and hype culture – has transformed fashion. With established brands now vying for a piece of the streetwear community, how has this sub-culture influenced modern fashion?

The resale market for streetwear has expanded from niche online communities to form a sizeable part of the $18 billion apparel resale industry. But who are the key players in this world? And what drives people to spend small fortunes to secure particular sneakers, t-shirts and hoodies?