Designer Spotlight: Hype on ASOS

Aura Borealis introduces us to the Hype casual wear line.

Having been recognized in recent seasons as a brand with truly international influence, Hype sounds the bell today for its rapid, unruly rise by announcing an artistic collaboration with global online fashion and beauty retailer, ASOS.

The renegade fashion label – started in the summer of 2011 in a bedroom in Leicester and propelled to the doorsteps of the masses by positive word of mouth only. The collection’s fully monochrome and print-free, yet somehow retains all the insubordinate inclinations of the brand’s previous work.

To celebrate the launch, the brand has put together a short film. A darker-than-usual aesthetic is prescient throughout the collection: tense, edgy lines snap with bold, brassy branding; shadowy blacks wrestle blinding, moonlight whites; minimal throughout, sumptuous within – ubiquitous but totally unique, that’s the brand’s way.