The statement collaboration: ASOS x HYPE

Widely recognised as an urban label with a global influence, Hype is a fashion brand with attitude.

The renegade fashion label which started mid-2011, has announced its collaboration with online fashion and beauty retailer ASOS. Comprised of a fully monochrome palette and entirely print free, the collection manages to retain all the insubordinate inclinations of the brand’s previous work.

This collection gives us a taste of mystery. With a dark aesthetic, we see tense, edgy lines contrast with bold, brassy branding. The pieces are ubiquitous yet still totally unique- working to the brand’s strengths. Shadowy blacks wrestle with blinding, moonlight whites while all pieces remain minimal yet sumptuous.

What with Arab culture becoming more and more prominent, especially in the cyber world and int he fashion world, we also see the use of arab-inspired calligraphy to create a modern twist on the ‘Hype’ slogan, emblazoned across plain white tees. Prices range from £25 to £40; totally affordable and worth it.

Marium Ul Haq

Containing 18 statement, must have pieces, the collaborative collection is on sale now, available exclusively from Asos. You can also watch the short collection video here.