What gap in the UK retail market does Hype strive to address? “Working on different collaborations with big brands keeps your brand interesting and relevant.” It also creates great stories and talking points aside from the regular collections we produce, and gives us more creative freedom to create something out of the box. It’s a great feeling to witness Hype associated with brands such as Disney that we have grown up with and show loyalty to as consumers ourselves. It gives Hype the opportunity to reach new, wider audiences by expanding our horizons and we get to see our designs continue to grow and evolve with the business. Working on different collaborations with big brands keeps your brand interesting and relevant. Do you think there’s a reason behind this trend? ![]() There’s an increasing demand for fashion retailers to collaborate with big brands. The cult following around Disney is crazy and a perfect match made in heaven collaboration, I think this is why the success of it has been so huge. It’s available to purchase in Disney, Next, River Island, John Lewis, Debenhams and Topman stores and also launched online on Hype’s website on November 29 – until it sells out. The collection includes a character-covered collection of sweats, t-shirts, signature backpacks and accessories for men, women and children. We’ve been luckily enough to have already created an exclusive, limited edition accessories range and now we have a clothing range which showcases Hype’s latest designs combining Disney’s iconic characters. Can you tell me a bit about it?Įveryone loves Disney. My co-founder Bav and I then made the decision to take a chance and turn up unannounced on the doorsteps of wholesalers, retailers and warehouses with nothing but a scrunched up floral t-shirt.Ĭongrats on the new collaboration with Disney. We knew we were onto something but had only £600 and a cigarette lighter we had previously designed bearing the slogan “get your own f*cking lighter”. We defaced an image of Albert Einstein with ear stretchers and piercings and the first prize was having the t-shirt printed which then sold out within hours. Hype was founded in 2011, after winning a t-shirt design competition run by an independent printing firm on its Facebook page.
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