Hype Collection Lookbook

Streetwear brand Hype was founded a mere two years ago, in the summer months of 2011. Like many independent British labels, the brand was created by bright young students; on holiday from University, friends Aidy Lennox and Liam Green dedicated their free time to designing a handful of pieces, which were subsequently put into small scale production. The success of these t-shirts – particularly their ‘Get Your Own F*cking Lighter’ design – enabled the lads to expand the company at a rapid pace, with the label now fully established and stocked at respected retailers like ASOS and Topman. In addition to securing such large stockists, Hype’s progress is emphasised by the appearance of James Quaintance, currently one of the biggest and most recognisable faces in men’s fashion, in the brand’s latest lookbook. The lookbook has been shot in and around the south coast’s iconic Brighton Pier. Displaying the latest Hype tees, the images display the development of prints that have been a characteristic of the brand since its start. Vibrant colour patterns prevail throughout, with wild, psychedelic prints taking centre stage. Such bold, audacious designs are in line with the current t-shirt trends outlined in our recent Key Men’s T-Shirt Prints: 2013 article. A stand out piece within the collection is the Renaissance tee, which mimics the religious and philosophical-inspired art that flourished in Italy at the turn of the sixteenth century. The mirrored image envelopes the entire garment and creates the impression you are essentially wearing a piece of art or architecture. The rest of the collection consists of either all-over prints or minimalist Hype logo tees. On trend tie-dye designs are also included, which when coupled with black jeans and deck shoes can help make an effortless casual statement. Given the success that Hype clothing has seen in just two years, it is a wonder where the label will go next, and to what level in the industry it may progress to. Their t-shirts have become high street staples, and with new collections such as this they are certainly one to watch.

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