Table of Contents
Who started Hype Clothing?
Back in 2011 friends Liam Greene and Aidy Lennox won a Printing Firms facebook competition by defacing a picture of Albert Einstein to reimagine how he might have looked in modern times wearing men’s jewellery. The prize was a print run of the t-shirt, and they sold all 150 for £10 each in days.
The young graphic designers had spent years freelancing creating designs for music flyers, and the opportunity presenting itself was too good to miss to try and crack the youth clothing market. They had an advantage being the same age as their target audience so they knew what was popular and how to sell it. Teenagers wanted to be both individual and conform, and Hype was ready to take that gap in the market.
They had ideas, bucket loads of them. So they took a custom-designed lighter with a message to “get your own fucking lighter”, and some t-shirt designs and hit the streets of Leicester to speak to wholesalers and retailers. Desperate to get into the fashion industry, they joined forces with Bav Samani who loved their ideas to manage Production.
He set things up with Vinay Patel of Thread Press LTD, who had the industry connections to get it moving. They shook hands on it and Hype was born. They started by importing stock garments from Dubai, Pakistan and China and used local printers and dye houses.
Hype or Just Hype?
While I like to romanticise that they sat in a smokey room and decided on the street style fashion brand name something like:
“How about Hype”
But it’s more likely that it was a simple marketing decision. The website was not set up until 2012 and it could just have been hypeclothing.com and hype.com were already taken. They were already known as Hype Clothing on Tumblr, the social media platform of choice back then, so sometimes a creative license is needed to get the website you want.
They are also not to be confused with Hypebeast, which came later (although the word was around beforehand meaning someone who loves trends)
Who Owns Hype?
Just Hype LTD was set up as a company in 2012 by Bav Samani and Vinay Manu, and its initial major shareholder was Noir investment (with equal squares for the trio. They also set up Toatee Ltd, a multi-disciplined agency based in the UK focusing on brand development, product sourcing, manufacturing, design, distribution, operations, e-commerce & sales.
Using Hype as a showbrand, they took on other brands for sampling, manufacturing, consulting and executing new brand strategies. Currently, it appears that the only shareholder is Bav Samani.
The growth of Hype
After starting off with a small office space in Leicester, the brand rapid growth has seen global representation by global superstars such as Jay-Z, 50 Cent, Little Mix, Tom Hardy, Cara Delevigne, Ellie Goulding, Gary Beadle, Idris Elba, One Direction, Oliver Proudlock, Paloma Faith, Rudimental, Rizzle Kicks, Tinchy Stryder, Tinie Tempah and The Wanted.
Hype clothing is very popular with 14-25-year-olds who have a rebellious edge striving for a sense of individuality. Springboarded by social media, they have kept things current with Music and festivals and popular culture.
The key to their success though was social media. At the time Facebook, Instagram and Twitter were at the peak for their target age group to be engaged followers. They were able to build digital hysteria with their limited run drops and launches. But more importantly, they used that route to customers to get direct feedback on design direction. They posted design ideas, and if it got over 500 likes they’d print it.
The brand has really come into its own with Fashion Collabs to reach new, wider audiences with their designs. Collaborations with childhood favourites like Disney, Spongebob Squarepants, Lego, Teenage Mutant Ninja Turtles, Playstation, Toy Story, The Simpsons, Pokemon, Coca-Cola, Star Wars, Jurassic Park and Barbie have seen great commercial success. An upcoming E.T Collab will attract young and old with its retro feel.
What is Hype Clothing known for?
Back when starting they were more alternative and aimed at the metal/punk crowd, skateboarders and streetwear hipsters. Often the designs were bright, loud and garrish. And they were snapped up in record time.
Aside from their famed Hype customer service, they are probably best known for their bags, backpacks and lunch boxes which have adorned schoolkids for years. The brand even produces pencil cases, laptop and phone cases, camping stools and water bottles.
The complete range includes menswear, womenswear and kidswear. Covering jackets, bucket hats, beanies, polo shirts, holdalls, coach jackets, t-shirts, sweatshirts, shirts, suits and blazers, snap-back caps, joggers, backpacks, flip flops, bum bags, hoodies, 5-panel caps, vests, jeans, footwear, dresses, parkas, cagoules, chinos, shorts, coats, bobble hats, and skirts.
Are Hype bags good quality?
Hype bags are made from 100% polyester so would be rain repellant rather than waterproof. Customer reviews state they are of good quality and hard-wearing.
How does Hype fit?
Hype Clothing comes up small, and they do not do free returns so is something to bear in mind.
Where can I buy Hype Clothing?
Hype has a flagship London store and also one in Truro, and of course their online shop. The brand is also stocked in major retailers like Next, Amazon, Footaslyum, Sports Direct, DV8, Zalando, House of Fraser, Very, Asos, Topman and many more.
What is the Hype Logo?
The Hype clothing Logo is a simplistic script logo with a laurel circle, but there are many variations, but always the script style. Note the hype has no capital and a full stop.