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 an oral print t-shirt has snowballed into what hype. Is today.

We’ve come a long way as a brand since just selling t-shirts. Our complete range now covers men, women and kids, and sells a lot more than just t-shirts and backpacks. We push ourselves as a lifestyle brand and our products include pretty much everything you can wear.

This success has since led to the opening of a number of other stand alone stores.

Having first set up at boxpark (the worlds first pop-up mall) as a pop up for three months, this has now developed into a permanent flagship store. Residing in shoreditch area of london, showcase the most current pieces from our collection and limited stock. Having been open for three years, the reaction has been amazing from hype fans to tourist’s alike. Sitting alongside brands such as nike & puma, it’s located in one of the most trendy areas of london.

This has since led to the opening of a pop up store on carnaby street and a perminate store in truro.

We were very excited recently when we opened our flagship store in taiwan. The cultural and contemporary cities are a hotbed of style and fashion which fit perfectly into our vision of the brand. It’ s a big and bold move, which is paying off massively. Due to the huge success and following that this has built, we’ve recently opened a second store, in the process of opening our third with a further 25 on the way..

Since day one it’s always been important to us to have a personal connection with our customers. We’ve always promoted the lifestyle as well as the image. In keeping with this we’ve held huge launches for many ranges such as spongebob squarepants, topman, asos, and the simpsons, partying with fans in venues from london to la to hong kong.

Music is a big part of what we do, so that’s why we get involved with festivals. We’ve danced alongside our customers in the mountains at rise, and on a boat at shorebeach. Whether you were on the dance floor at our club night shorebitch, or in the pit at ghostfest, we were right there along side you. Our close connection with the customer drives our success, and the more that they’re a part of what we do, the more prosperous our products are.