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The HYPE. Store Launch @ Shoreditch Boxpark

By June 14, 2013Fashion Events

A quick history lesson on the brand 360 Clothing and what their brand stands for would inform that it was established in 1997 as one of the most popular skatewear brands in with their unique designs, and tailoring to a niche. Having four successful seasons and an impressively large fan base gained 360 Clothing a creditable and respected name.

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After a few quiet years the brand arose to the surface again taking a different approach to their designs. The brand decided it was time to begin playing around with new ideas and taking the reactions and opinions of their fans into consideration. They returned back to the drawing board and have come up with a polished exclusive collection for this summer.

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Embracing the jersey trend with classic colours black red and white and printed tees with the brands logo in a quirky typography. Other pieces include the black tee with a gorilla head motif – sure to grab the attention from all who see it!

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Check out their totally re-vamped website for the release of their new collection and lookbook here.

Words by Yvonne Jay
A quick history lesson on the brand 360 Clothing and what their brand stands for would inform that it was established in 1997 as one of the most popular skatewear brands in with their unique designs, and tailoring to a niche. Having four successful seasons and an impressively large fan base gained 360 Clothing a creditable and respected name.

2 1

After a few quiet years the brand arose to the surface again taking a different approach to their designs. The brand decided it was time to begin playing around with new ideas and taking the reactions and opinions of their fans into consideration. They returned back to the drawing board and have come up with a polished exclusive collection for this summer.

3 4

Embracing the jersey trend with classic colours black red and white and printed tees with the brands logo in a quirky typography. Other pieces include the black tee with a gorilla head motif – sure to grab the attention from all who see it!

5 6

8 7

Check out their totally re-vamped website for the release of their new collection and lookbook here.

Words by Yvonne Jay
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The much-anticipated opening of Hype’s first physical store had set social media buzzing days before its launch. Open for the next three months and located in Shoreditch’s Boxpark, the ultra cool setting of Hype’s store was perfect for the brand.

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(Fashion Director, Angelo Mitakos checking out the new HYPE. collection.)

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With a mysterious free giveaway for the first 101 people, free drinks, and a DJ set from DJ/singer Yasmin, an hour before the launch a queue was already forming. This queue grew rapidly, stretching down the road and around the corner. The store, although small, is packed with Hype staples such as t-shirts, caps, and, of course, the Hype beanie.

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PAUSE was on hand to capture the event, and believe us, it was #JustHype.

Words & photos by Nathan Agyekum

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