There is a brand that we have been following for some time. It’s called Hype and it’s English. In a few months these guys from Brighton have created something amazing: from the banquets of independent festivals, through all the rumors on the net (especially on Facebook) with a fresh and original product they created a streetwear brand that is inserting between the big names of the international scene. All in a record time, less than 2 years.
About a year and a half ago I see on the net a t-shirt floral print with a logo that did not go unnoticed: Hype. So I buy it (on the other hand was only about twenty euro).
Since then I start to follow them and observe their take over. Is not easy, today, among thousands of names, emerge in the streetwear scene.
How have been the boys able to do this? First of all they have centered 2 trend: the tie dye (prints in hippie style) and sublimation prints at a larger size. They were great to grasp, indeed, to slightly anticipate trends and thus arose floral prints with their logo prominently displayed. Bingo. They have rapidly expanded the range making vests with psychedelic prints, always with the sublimation technique, and have added sweatshirts, caps, cases for cell phone, sunglasses and much more. All at an affordable price.
The quality, to be honest, as far as I could touch, is not very high, but in some cases the power of ideas and graphics more than anything.
Due to the success and the web have become more and more space to be called to achieve in some corner of the Topman London. It ‘s definitely a sentinel that commercial success is imminent.
In the meantime, they started to participate in streetwaer fairs including the Bright in Berlin where we meet them and the Wait team personally know them. And here they are. Will they hold the weight of ‘responsibility’? Will tehy be able to update and keep always fresh?
Meanwhile, the news is that they’re coming to Italy.
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