Some people wait in line for phones; others might camp the night for holiday deals or video game releases. For Kevin Ma, the founder of the fashion-forward blog Hypebeast, it was sneakers. Only, it was difficult to find out when or where to pick up the latest Jordans and the available online forums weren’t cutting it. So the Vancouver native took to the Internet in 2005 to start a blog that aimed to solve that very problem and get his sneaker fix. The name “Hypebeast” pokes fun at the very people Ma associates with, those who get excited over heavily promoted products. Since its birth, the blog has evolved and now curates the latest in streetwear—and the culture behind it—fresh from the world’s fashion-forward capitals of Hong Kong, Tokyo, London and New York. It attracts more than 3 million visitors a month, has earned the accolades of stylish celebrities like Kanye West and Lupe Fiasco, and even made TIME’s 2008 list for 50 best websites. Starting today, you can flip through all things hip with Hypebeast, now paginated on your Flipboard. Don’t worry—you can believe the hype.