This summer we’ve launched a unique fashion collection designed by stylish streetwear brand HYPE. We caught up with them at the #HYPEXCOKE pop-up in Shoreditch to find out more about the collaboration.
HYPE are known for their statement prints and loud patterns. They’re hugely popular with teens and twenty-somethings, as well as trend-setters like Harry Styles and Cara Delevingne.
This refreshing HYPE X
We asked HYPE. what their inspiration is, who their famous fans are and what’s coming up next from the brand:
What was the inspiration behind HYPE.?
HYPE. was never planned to really be anything, it was more set up to be part of something. We never had any expectations of it reaching the popularity that it has, and in all honesty, it was a decision that snowballed out of control to become what it is today.
Are you big
Coca-Cola fans? How does it feel to collaborate with the brand?
How did the collaboration with
Coca-Cola come about?
Coca-Cola noticed the HYPE. brand from some of our other recent collaborations with the likes of The Simpsons, Barbie, Ninja Turtles and Pokémon. They got in touch with us and we met together in London to etch out some plans for the collection.
What was the process behind creating the
With this collection, we really wanted to keep it core to the
Which is your favourite item from the collection?
Without a doubt, it would be the shealing lined iridescent coach jacket. It’s just the perfect magpie piece.
What’s the secret to your success?
Keeping it fresh for sure. Never being scared of standing out. Trying new things and innovating the product. Also, our carefree, fun and optimistic brand values.
What’s your favourite trend right now?
The Pastel Trend for sure! We weren’t really one for the whole Band thing.
Which famous faces are massive HYPE. fans?
Jay-Z, Cara Delevingne, 50 Cent, Harry Styles, Rudimental, Jadakiss, Jack Garratt, and Ed Westwick, to name a few.
What can we look forward to next from HYPE.?
Our main focus this year is to develop our denim offering and open stores across the UK.
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