Hype Spring/Summer 2014 Campaign

Young UK-based menswear label Hype recently travelled to Hong Kong to shoot its latest campaign.

The brand, which started in Leicester in 2011, took its 170-piece SS14 collection to Kowloon, an urban area located south of the mainland.

Despite being founded less than half a decade ago, the company has enjoyed considerable success in recent years, including creating an exclusive range for online retail giant ASOS.

SS14 from Hype stays true to the firm’s bright and bold approach, featuring jungle-inspired prints, florals and animal nods, alongside sporting influences.

It is likely the brand’s newly released line of flip-flops will also play a big part in the season. The twelve ‘flips’, priced at £14.99 each, feature patterns such as leopard, clouds and chains.

Bosses at the short-order label, including co-founder, 20-year-old Liam Green, put Hype’s rapid growth down to “positive word of mouth” saying it has “propelled [the brand] across the world”.

The name is now stocked in more than 300 international stores, with established UK stockists made up by the likes of Footasylum, Topman and Selfridges.

Hype’s newest collection will be available in stores and online at justhype.co.uk from May 4th. Prices range from £9.99 for hats, up to £49.99 for jackets.

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Hype SS14 Campaign Behind The Scenes

Hype SS14 Lookbook

Hype SS14 Collection

Hype SS14 Collection

Hype SS14 Collection

Hype SS14 Collection

Hype SS14 Collection

Hype SS14 Collection

Hype SS14 Collection

Hype SS14 Collection

Hype SS14 Collection