HYPE. began in Summer of 2011, when the UK weather, for once, was good!
Two friends, both on summer breaks from University, decided they wanted to spend their holiday doing something more than just kicking back and relaxing. With an understanding of retail and business from previous jobs and a fascination with independent clothing companies, creating a brand was high on the cards. After a week of late nights, copious amounts of Monster Energy and the odd bottle of rum; these two friends had created the beginning of HYPE. They set to work on the foundations of the company, quickly and efficiently building a powerful string of social networks with nothing more than word of mouth.
HYPE launched its first designs; a lighter inscribed with the statement: ‘Get Your Own Fucking Lighter’ and a range of ‘alternative’ designs; a modified Einstein, Monroe and Elvis on separate t-shirts.
With the initial idea of investing £200 each into the first range, the lads were shocked, when after entering a competition with just minutes to spare they won 100 free t-shirts to be printed. This was thanks to the help of their current following, by choosing their design to win an online merchandise competition.
This happened twice more…
With three designs printed and fully stocked and a unique lighter design bought with the initial investment, the boys were on a roll. The drop was announced for a Sunday at 8 PM and was well anticipated by their following. By midnight all t-shirts were sold out. They couldn’t believe it. With a response so rapid and overwhelming; the lads spent day and night sending out orders, restocking products, responding to their online following and creating new designs.
The HYPE. had begun.
Fast forward 3 months and HYPE. has moved out of the bedroom and taken up premises in Leicester, to house the expansion of the fresh, growing company. Now whilst able to look over production closely, house more products, create an office space for friends to come and help, they knew they were on the right track. With their Autumn/Winter ’11 collection primed, photographed and laid out on a brand new website, the next drop hit bigger and better.
A successful first night made sure the following month was filled with promise; a key stockist ‘FootAsylum’ came on board, the A/W ’11 collection sold fast and they took the chance to exhibit at festivals around the UK.
With the first few months a distant, but close, memory; these two friends continue to push the boundaries and venture ever higher. HYPE is now stocked in Independent stores across the UK, within Europe and further internationally! Topman, Topshop, FootAsylum, Two Seasons and (soon to be) ASOS all support the brand, stocking up and down the United Kingdom. With a handful of friends now helping out at the office, the lads are able to make meetings, look over production and participating in events their priority.