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.
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.
Introducing, the HYPE. Squad. Welcome To The Serververse. Inspired by Space Jam: A New Legacy’s Tune Squad combined with a digitalised virtual space aesthetic. With appearances from our favourite Looney Tunes characters including Bugs Bunny, Lola...Read More
The most iconic film of the 1990s is getting a modern revamp this summer, as the characters of Looney Tunes join forces with another basketball icon for another epic game. Space Jam: A New Legacy stars LeBron James as a version of himself, who is tr...Read More
Will Smith came through early Friday with a trailer for the upcoming Fresh Prince of Bel-Air reunion special. "You've probably seen the picture," Smith tells fans in a special message introducing the trailer. "I posted it about a month ago. Me ...Read More
Unlock 10% off when you subscribe to the Just Hype SMS and Mailing List.