Is The Complex Con Hype Over?
Photos & Words by Asha Moné
Up until now, I have never been bored at a Complex Con and I’ve believe I’ve been to all of them.
Since the birth of the streetwear convention, I have been there. I bought a ticket. I’ve had a hook up. I was a plus one. This was deemed the most exciting time in SoCal to see the “culture” in one place. But unfortunately, this year, it felt like it’s appeal sizzled out and the love moved from merchandise to food for the Complex team and the streetwear community.
It was shocking to see attendees in their most relaxed fit and not laced in their finest threads or their most sought after kicks. The longest line in the building seemed to be for Salehe Bembury x Crocs and empanadas. The Pin Trill hunt was compacted to under 15 pins and in the past, that freebie encouraged attendees to visit and engage in more booths but with out it, they seemed to gravitate to the food. Asia’s most influential and prominent fashion icon, G-Dragon, was in attendance and I had to search for photo proof that it even happened in hashtags. Not to mention one of the biggest booths was for an Osmos Jones like NFT.
I took less than 100 photos that day and I never take less than 1000 when I'm at an event.
Even the concert felt like it lost its appeal. Not only could you not upgrade your convention tickets on site to attend the concert, it seemed like once Kanye came, saw and caused a bit of commotion, Complex Con was ready to close up shop and wipe their hands of the weekend. I love the Clipse and I love NIGO, but it was The Clipse featuring everyone else. Kodak held the attention of all of us while, Uzi really did 3 songs. NIGO’s dj set up was so far back from the crowd it wouldn't have mattered if they let us know it was a stunt double or a hologram. Everyone was whispering about special guest but no one ever came. It felt rushed and the show wasn’t even packed.
We all were back to our cars and back on the 710 by 8:30pm.
Now bare with me. I have some theories to what is going on in the streetwear world and how the appeal of Complex Con is lost with it’s consumer.
Designer Con was this same weekend and it attracts the same crowd. Similar conventions happening equals smaller attendees list. Why come to Complex Con and have to fight with the hypebeast when you can just get your Bear Bricks and Kidrobot figures from the nerds.
Everyone has a brand, but they don’t need a brand. The community is oversaturated and underwhelming. There is no hype because everything is “hype.” There’s no buzz because nothing is buzz worthy. We desperately need more doctors and electricians in the world to balance the consumer ecosystem.
The resell market is dead so the energy, aka the confusion, isn’t there.
The “Hypebeast” is older and what use to matter doesn't matter anymore. Unfortunately, we are all evolving from out Peter Pan, Wendy and the Lost Boys phase of life and are entering The Darling’s stage. We are now career driven, potential home owners, possible parents and married people now. Who cares about sneakers when we must worry about healthcare and capitalism?
This was a Pharrell approved event with no Pharrell. What are we suppose to be hyped about?
It’s a weird space to be in. I see what potentially made last weekend’s convention unmemorable, but I don’t think Complex will see it that way. NIGO, iconic fashion designer, creative director and producer, was the headliner for this year’s concert. Unfortunately, it felt like there was more infrastructure surrounding the food and live tapings at East Your Feast. Verdy, another fashion and creative heavy hitter, was the curator for the convention, but outside of some art installations, merch and the big ballon outside, would you have actually known that?
The panels are always a great draw and some brands really pushed themselves to make attention drawing booths, but, there is a but with in all of this. This really should have been a NIGO celebration and it wasn’t. This is the first time teriyaki Boyz and NIGO have performed together in 10+ years and I don’t think I seen one post about it on instagram or in official ig stories.
Sadly, the most memorable booth for me and my friend’s came the Clermont Twin’s live stripper booth. It wasn’t because it was lit. It was because it felt out of place when there were a bunch of kids and strollers rolling by to see neighboring booths every couple of minutes. What was the thought behind that?
I have hope for next year, I think. Maybe the spice and sizzle will come back. Maybe we might just get a food festival. We shall see. - Asha Moné
