British Brand Heads To LA
“Who said print is dead?” asks streetwear brand Hype this season. The British label has revealed its new lookbook for spring/summer 2015, treating us to a kaleidoscope of bold patterns and motifs.
Captured against the urban outback of Los Angeles, Leicester-based Hype’s latest lookbook brings together its signature mix of statement prints and conspicuous branding across a range of lightweight T-shirts and vests.
Key patterns include a repeated sunflower motif in a rich golden shade, rings of bright flowers set against a black backdrop and a panelled broken glass effect print, juxtaposed with plain colour-blocked pieces.
Founded by two friends in their bedroom in 2011, Hype quickly rose to fame through word of mouth recommendations and social media. Since its meteoric rise to success, the brand has teamed up with fellow labels that share its love of eccentric style, including Topman, Noose and Monkey and The Simpsons.
You can shop the full Hype spring/summer 2015 collection online now, with prices starting at £21 for vest tops.