Punchy graphics. Loud prints. Their signature logo. Since 2011, HYPE has secured its position as the brand for the social media generation, exploding in popularity after featuring in the buzzy wardrobes of the likes of Jay-Z, Cara Delevingne and Tom Hardy.
And now, for SS19, the Leceister-born brand has gone back to its vibrant floral roots, just in time for festival season.
All-over leopard print, tie dye and tropical prints reign supreme for a colourful addition to warm weather wardrobes, as well as underwear and on-trend outerwear included in the drop.
Summer, summer, summertime.
Find out more at justhype.co.uk