A Bathing Ape creator, Nigo, to create Billionaire Boys Club, credited with mixing Japanese street fashion and streetwear and increasing their visibility in high fashion. Fashion clothing manufacturers began to follow the streetwear companies, co-opting the idea of very limited edition capsule collections, known as "drops", using social media and product scarcity as marketing tools. In the 2010s, some streetwear brands were coveted as much as the most historically elite fashion brands. Complex Magazine named Stüssy, Supreme, and A Bathing Ape as the top streetwear brands, and many went on to collaborate on prized high fashion capsule collections such as Supreme x Louis Vuitton, Fila x Fendi, A Bathing Ape x Commes des Garcons, and Stussy x Dior. Contemporary streetwear has an increasing influence on haute couture, and has itself been influenced by runway shows. Designers such as Virgil Abloh and Raf Simons have had a large impact on the evolution of streetwear through their influence on hip hop and popular culture. Other designers such as Demna Gvasalia, creative director of Vetements and Balenciaga, championed trends such as the chunky sneaker and oversized hoodie. Streetwear is an inclusive style in fashion as it is gender neutral and often designed by people of many different ethnicities and backgrounds. Hypebeast culture "Hypebeast" (occasionally "hype beast") culture is a colloquial term that at first was considered a derogatory term until the Hong Kong journalist and businessman Kevin Ma reappropriated it as the name of his fashion blog, Hypebeast. Even after Ma's fashion blog expanded to a world-famous website, hypebeast still had some negative connotation in the US: namely a lack of authenticity and an interest only in following existing trends. In the UK, hypebeast is a pejorative for a hipster who appropriates designer streetwear and buys only the latest releases, in an ironic imitation of mainstream celebrities like Kanye West. Even though many people will refer to themselves as hypebeasts, taking it as a term of endearment (much like the evolution of the term otaku in Japanese popular culture) others still respond to the negative connotation. With a growing trend of prominent brand names and logos on clothing, there has been a development of "hypebeast culture" connected to streetwear as of the mid-2000s. Hypebeasts are defined as buying clothes and accessories to impress others. This trend is inspired by a 1990s fashion for clothing covered in brand names and logos. Hypebeasts usually wear