close

Reality creates dreams, and dreams become reality.
Who would have thought, the words ‘Get Your Own’ inscribed onto a lighter, and a simple script over a floral-printed tee would turn into a household name and become an instantly-recognisable global brand.
HYPE. started off with a small office space in Leicester, rapidly taking over the whole building. Employees would grab a skateboard to get from unit to unit, dodging security, and taking photoshoots on the roof.
With the use of Social platforms, HYPE. made their mark in the fashion world. With global superstars such as Jay-Z, Cara Delevingne and Tom Hardy representing the brand.

© JUST HYPE. and HYPE. are trademarks of JUST HYPE. LTD.
cart
BACK

BREAD & BUTTER BY ZALANDO

Admin April 17, 2018

BREAD & BUTTER BY ZALANDO
THE FESTIVAL OF STYLE AND CULTURE

 

Bread & Butter by Zalando returned to Berlin for their second Style and Culture Festival this year, supported by some of the biggest talent in fashion and music. Showcasing our exclusive collection, we were so excited to support Zalando over the 3-day weekend event, where visitors could scan desired products directly into their shopping cart.

 

Keeping with our ever-unique urban edge we surrounded our stand with metal fencing, jungle plants, LED lights and a huge screen projecting our latest AW17 promo video. We created a HYPE. Lab where thousands of visitors queued to Customise their free Create-Your-Own t-shirts or have their HYPE. Bags embroidered.

German Social Media Influencer Victor Speilmann’s favourite part of the event was the HYPE. booth. “It was really engaging due to the customisation offer. I chose a printed tee which is amazing quality and a great fit.”

Sending our Creative Director, Social Media team and members of our Graphic Design and Film making teams on a return-flight to Berlin gave HYPE. fans access-all-areas on the event through our social channels.

Testing out the food on offer at B&&B, HYPE. Filmmaker Alex Faulkner said: “My first ever Sushi burrito, it did not disappoint. A roll of rice, teriyaki chicken and loads of veggies wrapped in seaweed… 5 Stars from me.”

Creative Director and Founder of HYPE. hit the stage to talk about the beginning of HYPE. and what’s next to come. Followed by a Q&A, Liam gave advice to future brand owners on how to build a successful empire.

With the atmosphere peaking all weekend. HYPE. Graphic Designer, Carl Bradford said, “it was nice being in an environment with a lot of like-minded young creatives.”

Guests were treated to a wide spectrum of genres and trippy tunes across Bread & Butter, with DJ sets from Berlin’s coolest collectives such as Bass Gang and Staycore. Turning the event from day-to-night, M.I.A and FKA Twigs slayed the stage with their headline performances that had crowds going wild.

Following a takeover by Zalando over two years ago, Bread & Butter has hugely impacted an industry that’s stereotypically been seen as closed off and exclusive.

The first event of its kind to ignore tradition and make regular people its focus, with a packed line-up featuring the latest in fashion, music and food. Visitors didn’t have to be Fashion Editors, Bloggers nor Buyers, everyone was invited. We can’t wait for next year!

You can shop our exclusive collection with Zalando here.

Related Blog

SUMMER LOOKBOOK: NEW IN THIS WEEK
SUMMER LOOKBOOK: NEW IN THIS WEEK

Explore our New arrivals through our latest lookbook. Featuring mens, womens and unisex tees, hoodies, joggers, jumpers and coats to keep you on trend this season. ...

Read More
INCOMING: SUMMER LUGGAGE!
INCOMING: SUMMER LUGGAGE!

Summer's coming, time to get holiday ready with our essential suitcase range! Whether you're going on a two-week cruise around the Med or a weekend away in Paris, we've got the goods for every occasion with our line of cabin, medium and large sizes....

Read More
HYPE. x SONIC THE LAUNCH EVENT!
HYPE. x SONIC THE LAUNCH EVENT!

Incoming, Sonic Speed! Celebrating in true HYPE. tradition with a party! at our Carnaby Flagship store. The event shut down Carnaby Street, with queues lining up around the block, with throwback and current trends from Amarie Cassidy, mouth-watering...

Read More