HYPE proves worthy of their title at much-anticipated Boxpark pop-up launch
Never has a brand so lived up to its name. Last night, HYPE celebrated the opening of their pop-up at Boxpark, Shoreditch, drawing an unprecedented crowd of cool, young things. With some queuing for two hours to get in, all were clamouring to get their hands on the label’s latest graphic print clothing and accessories, as well as the coveted HYPE gift box with its striking floral design. Cheeky, playful and vibrant, there’s no question of HYPE’s widespread appeal: from the Einstein to the Cosmo Cats t-shirt, their unique blend of colour and stylised prints is spot on.
Amidst all the hysteria, CEO Aidy Lennox worked diligently alongside the rest of his close-knit team, with barely time to take it all in. Speaking exclusively to The Upcoming, Lennox said: “When I turned up today and actually saw the people queuing at like four/five o’clock when we were to open at six – actually to see it in person was just phenomenal. It’s mad to see [the clothes around], I still have to take a step back and say that’s my company. And it’s like everywhere!”
This is no exaggeration and, judging by the way their t-shirts and vests flew off the shelves in a matter of hours, HYPE is set to be more than just an online phenomenon. We love their disparate combinations: the natural with the unknown (The HYPE Lion) or the sophisticated pairing of whimsical prints and familiar structures (The HYPE Vintage Burgundy Jacket). HYPE have created a remarkably focused identity that is entirely their own by understanding the latest fashion trends and, more importantly, responding to what their customers want.
“The main thing we wanted to do when we started was to keep it clean and simple so that the message gets across to people,” explained Lennox, “There is a big thought process behind it that I can’t go into too much – a lot of it is secret ingredient stuff – but we look closely at everything that’s coming out and we’re very lucky to be in networks now that we can see what the market wants. We think ‘What can we do with this?’ and ‘How can we better it?’ and ‘How can we completely annihilate the whole scene about to come out and dominate it?’ That’s how we do it.”
From small beginnings in Lennox’s bedroom to two seasons at Topman and huge interest worldwide, it’s remarkable that HYPE is only now opening a store. Sparsely decorated to showcase their eye-catching designs, Boxpark makes for an exciting backdrop to an exciting future. According to Lennox: “Our home is always going to be online, which is linked to everybody in the world, but opening in London was the best decision we ever made, especially here at Boxpark. It has such a young, vibrant culture – it’s the place to be. We’ll always open up places where we think yeah this is cool, this is young, this is good.”
Photos: Sarah Louise Renwick
For further information on HYPE and the new Boxpark pop-up, visit here.