Hype x ASOS
Having been recognised in recent seasons as a brand with truly international influence, Hype sounds the bell today for its rapid, unruly rise by announcing a covert collab with global online fashion and beauty retailer, ASOS.
The renegade fashion label – started in the summer of 2011 in a bedroom in Leicester and propelled to the doorsteps of the masses by positive word of mouth only – has thrown us a stylistic curveball, too: the collection’s fully monochrome and print-free, yet somehow retains all the insubordinate inclinations of the brand’s previous work.
A darker-than-usual aesthetic is prescient throughout the collection: tense, edgy lines snap with bold, brassy branding; shadowy blacks wrestle blinding, moonlight whites; minimal throughout, sumptuous within - ubiquitous but totally unique, that’s the brand’s way.
In short it’s a Hype collection like nothing seen before and you may never see again. It contains 18 new pieces and is available exclusively atwww.asos.com from Monday.
No comments:
Post a Comment