HYPE. has created an unstoppable collection, with each bag screaming “you need me!”. Introducing evolutions of backpacks, pencil cases, side bags and lunch boxes. Each style resembles Disney and Pixar movie characters’ instantly recognisable features and personality; The Little Mermaid backpack is made of mermaid-esque shimmering scale fabric, Crush is swimming around in a gnarly Tie-Dye effect, Winnie The Pooh is inside a ‘Hunny’ style faux leather and velour mix bag.
Highlighting key fabrics such as all-over Holographic, Denim, Sequins and PVC. Not only have HYPE. brought back the Buzz Lightyear rocket shape backpack, but they’ve made Toy Story Zurg for those who don’t like to follow the rules.
HYPE. has also incorporated the iconic 2002 Monsters Inc. Scream Canister’s into the collection. With character embroidery, Minnie Mouse is features on to rose-gold sequin and shimmer fabrics, showcasing her star status.
Reality creates dreams, and dreams become reality. Who would have thought, the words ‘Get Your Own Lighter’ inscribed onto a lighter, and a simple script over a floral-printed tee would turn into a household name and become an instantly-recognisable global brand. HYPE. started off with a small office space in Leicester rapidly taking over the whole building. Employees would grab a skateboard to get from unit to unit dodging security, and taking photoshoots on the roof.
With the use of Social platforms, HYPE. made their mark in the fashion world. With global superstars such as Jay-Z, Cara Delevingne and Tom Hardy representing the brand.
Currently HYPE. have two offices, one in the heart of Shoreditch, London, and the headquarters residing in a then-abandoned warehouse. Transformed with the Trotter Independent Trading Co three-wheeler, The Hype and Hounds pub, a games area with Time Crisis 2 and interior and exterior graffiti.