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In 2021 introduced the first ever UK Flagship store in London’s thriving Carnaby Street. Catering to adults, kids and accessories with non-gender specific designs, expressing individuality and personality through HYPE. products.

Experience the HYPE. journey through a state-of-the-art shopping experience across two floors. With first previews of global collaborations in dedicated launch zones, exclusive collections, interactive clothing displays including our reusable Bottle & Backpacks Wall of Fame.

Enjoy the journey with HYPE.’s selfie booth - “Virtual Insanity to get your HYPE. on”, a reactive game station with prizes to win combined with a raised floor doubling up as an artist stage for live performances.

Showcasing justhype.com’s signature digital ‘Vault’ in a physical state where customers can shop limited-edition garments within and enjoy interactive enticements to unlock the vault.

With new! elements including photobooth transformations and supreme-drop prizes, special product prices and one-of-one garments and accessories. Can you Unlock The Vault.

In 2011 HYPE. set out on a mission of lifestyle dominance. The words ‘Get Your Own’ inscribed onto a lighter, and a simple script over a floral-printed tee was the catalyst in turning HYPE. into a household name and become an instantly recognisable global brand.

HYPE.’s mission started in Leicester but can now be found in over 175 UK stockists and 27 territories worldwide and counting. Through conquering countries worldwide, HYPE. has been recognised in the Sunday Times Virgin Fast Track 100 as one of Britain's fastest growing private companies.

Fast forward 10 years, having featured in many media publications including: Hypebeast, High Snobiety, GQ, Men's Health, Vogue, Cosmopolitan, Complex and Wonderland. With celebrities and high-profile personnel across the globe representing the brand: Jay-Z, 50 Cent & Winnie Harlow to Tom Hardy, Cara Delevingne & Maya Jama.

To couple the success over the last 10 years, HYPE. are doing everything they can to help improve the conditions of the planet where possible. So far over 180,000 trees have been planted as part of their climate positive change campaign and with every order will continue to plant a tree and grow the HYPE. Forest.

Known for our iconic launch events, we know how to throw a party! Our Flagship Store doubles up as a home to our launch parties, where you can experience instagrammable moments, live performances, snacks and sweet treats, personalisation and trend-led activations all whilst previewing our latest collection.

Our latest global collaboration launch parties include Hello Kitty, Sonic, KFC, and Care Bears. In true HYPE. tradition, we celebrate our collaboration launches with a tailored event open to the public, press, celebrities, and influences.