YOUR FIRST FASHION BRAND

For the fashion seeking child looking to make a statement, and the parent who wants to nurture their child's unique spirit.

Just Hype was founded in 2011 by Bav Samani and co-directors Liam Green and Vin Patel.

It began as a small online retailer, focusing on streetwear and accessories. One of the first products was a simple script over a floral-printed tee, which created a snowball effect and demand for graphic tees rocketed. Hype’s signature style of the early years featured vibrant colours, graphic prints, and eye-catching designs, standing out from more subdued streetwear brands.

Through strategic collaborations, innovative designs, and a strong online presence, Just Hype gained popularity, particularly among young people. It became known for go-to collaborations, partnering with iconic brands and franchises from popular culture, such as Coca Cola, Universal, Mattel, The LEGO Group, Budweiser, Simpsons, Disney, Nickelodeon, PlayStation and Hasbro.

The brand expanded their product line beyond apparel to include accessories, footwear, and lifestyle products, whilst opening physical stores across the UK, establishing a strong retail presence.

Gaining popularity amongst kids for its bold, expression-led design, it became a brand in demand for the younger demographics with the Hype Backpack a winning franchise. Outselling Global Brands, the backpack has become a household name in Back-to-School.  

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Apparel Brands acquired Hype in 2023.