#SpringMustHave! Available online now, Hype. have designed and produced three new packs exclusive to Zalando who offer Free delivery, free flexible returns and over 1,500 brands from high street to high end. ‘Fashion Online, No Compromise’. The set includes artistic representation of regionally inspired design, hailing influences from Britain, Russia & L.A, with a string of working class, down and dirty, real life overtones, keeping them all under one banner.
City Side Pack
Embodying nautical colour palettes, Hype’s City Side range sports red, white, and navy fabrics. Inspired by British working class culture and Russian heritage, the pack’s tracktops and tracksuits pay homage to a sporting influence. Accentuated by Cyrillic writing, model Oscar Boyghem looks classically clean-cut in the bold bright and understated collection pictured bringing a sharp urban edge to an East London council estate.
Inspired by Dogtown Skaters this pack captures the skate park’s curb-walk ready look. Shot in the neon glow of London at night, and calling on the pastel colour pallet of L.A it encapsulates Venice Beach and Sunset Blvd, whilst keeping it’s feet UK grounded with nostalgic undertones.
Fit for an urban street warrior, the distressed and ripped fashions of the washed collection are well suited for a post-apocalyptic wasteland. Seek, distress and destroy as we go cameo, khaki and sand to keep you on the down low. This is a heavier pack with a punch.
Established in 2011, Hype began as a self-funded project, designing printed clothing and accessories. After winning a t-shirt printing competition, Hype had its first batch of stock, which sold out in a matter of hours. With the use of social networking, Hype quickly developed into something that could no longer be tamed from the single room it was created in.
Within Months, Hype had started to evolve into one of the UK’s most recognisable brands. Housing itself in the heart of the midlands taking on a new premises in Leicester, overlooking design, production and distribution in-house. The Hype store opened in Boxpark in the summer of 2013, and can now be found stocked in a number of stores worldwide. What started with a lighter inscribed: ‘Get Your Own Fucking Lighter’, and a simple script over a floral print t-shirt has snowballed into what Hype is today.