The dictionary defines “Hype” as, “excessive publicity and the ensuing commotion”. This isn’t too far from the truth about the positive buzz surrounding Hype. clothing at the moment. The label is a quickly garnering a reputation for delivering fresh, bold prints and an aesthetically pleasing design ethos that is beginning to cement Hype. as one of the leading, if not the leading independent homegrown brand.
Favoured by early style adopters , Hype. design comfortable street apparel that is a cut above the average high street chains and they are incredibly in sync with their target market and the trends concerning them. You only have to look at their twitter or instagram to see that in a short time they’ve amassed an almost disciple-like following with customers eagerly anticipating the next product drop and posting pictures of much coveted pieces.
Hype. have been busy and have released a video trailer showcasing their HYPE. X NYC S/S 13 collection of staple pieces such as t-shirts, crew neck sweats, beanies and the hotly anticipated wax jacket. The collection is laid back and conjures images of lazy summer days viewed through sun strained eyes; the beat is a perfect accompaniment, too.
Believe the hype, indeed.
View the video below and visit Hype. to find out more.
Words by John Muleba