Starting out as an early chronicle of sneaker culture, Hypebeast has distinctly evolved into an online magazine that lives up to the tongue-in-cheek origins of its name as a go-to influence guide. Since 2005, founder and editor-in-chief, Kevin Ma has been a sartorial force in covering streetwear. Reflecting Ma's own growing interests, Hypebeast soon expanded into coverage of art and entertainment. Collaborating with such style giants as Adidas, Hypebeast soon gave rise to HBTV, an in-depth look at the talent behind the brands.

Operating from its headquarters in Hong Kong, Hypebeast is driven by a sense of good taste uniquely its own; a distinction that has earned it the honor of being one of Time's '50 Best Websites' in 2008 and a digital street cred that has led to the recent launch of its on-line store.

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