Positive word of mouth has propelled Hype across the world and under the noses of the fashion elite and in SS14 it’s touched down in Hong Kong for its most sensational shoot yet. With the most skyscrapers in the world, HK is a city that reaches high, and, given the brand's dramatic rise, Hype certainly know a thing or two about that.
The label began in the summer of 2011 in a bedroom in Leicester and just three years later is now stocked in independent stores across the globe.
Now, in 2014, the label du jour for the style strivers and the make-me-feel-alivers has visited one of the world’s most vibrant, peppy destinations and blended in seamlessly, making friends without fuss and noise without commotion. From the wide-open polychromatic concourses to the space-poor street stalls, where Hype goes flavuor, form and function seem to follow.
This season’s 170-piece men's collection was shot in and around Kowloon island in Hong Kong, and showcases relaxed unisex, jungle-inspired prints, myriad floral and animal nods and heavy sporting influences throughout.
More benchmark cuts, more pioneering prints, more sensational shoots: Hype is fast becoming one of the most sought-after brands in the world. Maverick without being elitist, non-conformist without being unworkable, ubiquitous but totally unique.
Massive Thank You
Models : Suki Wong : Alisia ueno : Son Pham : Jordan joe
Hair / Make Up : Shue Lai
Photography : Gobinder Jhitta
Videography : Thomas White / Black Rock Creative
Music: Intro By The XX itunes.apple.com/gb/album/xx/id325808192