The infamous brand have just dropped their 250-piece collection for AW20.
HYPE. was the talk of the town in the mid-2010s – seriously. You couldn’t turn up anywhere without spotting at least 5 people donning their bold backpacks or sleek graphic tees and hoodies at any given moment. With such wild success, the infamous brand immediately found a target on their back from competitors itching to replicate their organic success story.
After taking stock for the last few years, while still killing it and figuring out their next direction, the infamous brand is staging something of a comeback, doing things bigger and better than ever. To start with, they’ve got a brand-spanking-new logo. Oh, they also casually dropped a massive ‘move-on’ collection of both men’s and womenswear, spanning over 250-pieces.
Of course, there are the HYPE. staples, all-over animal prints, tie-dye’s, iconic florals etc, all of which are mixed with hues of navy, burnt orange, monochrome and khaki in a more neutral palette for the brand. Beyond the basics, HYPE. have ushered in an array of new styles, from kimonos and slip dresses, to Lamberth tee’s chunky over-sized hoodies.
As for the men? Now that it’s autumn, HYPE. are all about layers. Simple, oversized tees paired with marble-effect sweatshirts and plaid trousers, followed by loungewear staples like track pants and comfy hoodies. They’ve even got masks, Halloween-treat boxes and their own name-engraved water bottles, what more could you need?
Shop the collection now, available online at www.justhype.com and selected retailers worldwide.