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.
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Will Smith’s fashion brand, Bel-Air Athletics, just dropped a new collection ‘Summer Hoops’, in celebration of the NBA return.
Available via the official Bel-Air Athletics site highlights the key piece of the new collection. The Official Bel-Air Academy Basketball Jersey. The design is inspired by the classic yellow pieces worn by Smith on The Fresh Prince of Bel-Air.
Prices range from $65 to $130, including a Paisley Basketball Jersey and the Holocombe Rucker warm-up suit.
Smith crafted the brand for “the love of competition, the inclusiveness of manhood, and the stories, styles, and culture born out to sport,” with the designs being inspired by the actor’s Fresh Prince era.
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