At MFM we have always been big supporters of innovators; of those who dare to be interesting and create something authentically new. That’s why we have always loved Hype menswear, which really has been pushing the boundaries for accessible men’s street fashion. The brand is widely credited with pushing its own boundaries too. This season sees the Hype lot shooting a campaign in Hong Kong, a city inherently vibrant and in tune with the collection’s signature busy prints and all-round boldness.
With Hype’s rapid rise to global success (the brand began in a student bedroom just three years ago), there is an interesting parallel to be drawn from the high-rise backdrop of the SS14 campaign’s urban setting. And this concrete jungle plays off the animal prints that feature heavily throughout the collection.
True to the aesthetic established over just a few seasons, the spring/summer collection is as loud and proud as we have come to expect. Relaxed, sporty pieces come in kaleidoscopic graphics, patchwork-printed designs and an overall unabashed embrace of colour. This summer even sees Hype flip-flops, which with leopard, cloud and chain printed designs fit well with the rest of the collection.
Founder Liam Green (who is a mere twenty years old) says that the label’s success can be put down to positive word of mouth. When all things Hype are just so cool, it is not hard to see why so many want to talk about it. Take a look at the behind-the-scenes video of this season’s campaign shoot and step into the world of Hype SS14 — you can almost smell the market’s prolific scents and will definitely want to hang out with the whole crew.