Established in 2011, hype. Began as a self-funded project, designing printed clothing and accessories After winning a t-shirt printing competition, hype. Had its first batch of stock, which sold out in a matter of hours. With the use of social networking, hype. Quickly developed into something that could no longer be tamed from the single room it was created in. Within months, hype. Had started to evolve into one of the uk’s most recognisable brands.
Housing itself in the heart of the midlands taking on a new premises in leicester, overlooking design, production and distribution in-house. The hype store opened in boxpark in the summer of 2013, and can now be found stocked in a number of stores worldwide. What started with a lighter inscribed: ‘get your own fucking lighter’, and a simple script over an oral print t-shirt has snowballed into what hype. Is today.