HYPE A/W’14: Matched and Clashed

With the introduction of their new A/W’14 collection, HYPE exhibits its signature bold, all over prints in its selection of apparel pieces ranging from new long line sweatshirts, tee dresses to matching legging and T-shirt sets. The broad range offers a broad exhibition of possible styles to take a stylish step into the winter season. Inspired by liquefied psychedelic style patterns in a combination of colour ways, the brand have shaken up their usual iconic HYPE slogan, opting for both subtle branding and ‘JUST HYPE’ that now emblazons select pieces. Also to look forward to this season is the new range of fashion forward metallic backpacks, with the collection offering versatile aesthetics that can either match or clash, offering a range of possible looks.

HYPE began in the summer of 2011, was founded by a futuristic outlook, building on a string of social networks based on the word of mouth, and offering bold statements. Its first designs, a lighter inscribed with the statement: ‘Get Your Own Fucking Lighter’ and its accompanying range of ‘alternative designs’ from a modified Einstein, Monroe and Elvis T-shirts, created a style that accompanied pop icons, shock and awe. Its trends and collections aptly fit with its name, certainly living up to the hype. The brand has had a successful A/W’11 collection which sold fast and exhibited previously at festivals around UK. Currently, HYPE is now stocked in independent stores worldwide. Currently on trend is the prints of the popular cartoon, The Simpsons, available on hoodies and T-shirts online.

Yasmin Mahdy

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