Reality creates dreams, and dreams become reality. Who would have thought, the words ‘Get Your Own Fucking 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 Trotters Independent Trading Co three-wheeler, The Hype and Hounds pub, a games area with Time Crisis 2 and interior and exterior graffiti.
The first batch of stock sold out within a matter of hours after winning a t-shirt printing competition on Facebook. The magic just keeps on happening, and HYPE. can now be found in over 175 UK stockists and 27 territories worldwide.
STOCKISTS PAGE – ATTN: BRAND BIO 2019-09-05
Bowling up in Bav’s 0.9 litre Toyota Aygo, in shade royal blue of course, dramatically starving to death after splitting a Snickers duo, Liam and Bav pulled up to an industrial estate in Manchester. Tumble weed rolling, the sounds of tummy rumbles, and no bodies to ask for the nearest maccies.
Hoping for the best HYPE.’s co-founders found themselves rummaging in the car boot, grabbing a scrunched up Circle Floral Script tee left over from Kent’s notorious ‘Heavy Festival’ from the weekend before.
After knocking for 10 minutes, a FootAsylum buyer eventually came down, with the door still hooked on the chain, Liam, in true Liam Green style, greeted him through the inevitable small gap with “Yo, I wanna see your buyer.”
With no interest in opening the door, you can only imagine what the FootAsylum buyer was thinking. Showing no signs of interest, the guys handed the scrunched up tee through the gap with a business card, with Liam’s mums’ house number on it as they had no telephone line.
Floral prints weren’t a thing back in 2011, it was the era of Lad Culture. You know, when if you wore a tee with a half-naked woman, New York sky lines and “Sex, Drugs and Sausage rolls” slogans you were seen as the “the IT lads”.
After saying their goodbyes etc, 7 days later, they received a call from FootAsylums’ Directors’ son. He was the only one that backed HYPE., can you believe. Offering a 7-day delivery date, FootAsylum bought 250 HYPE. Circle Floral Script t-shirts, they sold out over the weekend.
And the rest is history.
HYPE. is currently making it’s stamp in 27 territories worldwide, with thousands of stockists. We hand-pick and audit each retailer so we can ensure we compliment each other, working closely to create exclusive collections to meet each unique demographic.
It’s hard to believe the rapid and continuous growth of the brand into international markets.
ASOS, RIVER ISLAND, JOHN LEWIS, NEXT, DV8, ZALANDO, SKATE HUT, NAMSHII, BREUNIGER, K&O, HOUSE OF FRASER, SCHUH, SHOP DIRECT, DEBENHAMS.
BLACK FRIDAY: 2019What is Black Friday?
The world’s biggest shopping event of the year. The fourth Thursday of November, is the beginning of the Christmas shopping season. With offer promotional sales over the weekend at exclusive discounted prices.