Yesterday I went to Hype's launch of their fats foods collection in collaboration with Asos. The sixteen piece collection included sweatshirts, short and long sleeved tees, joggers, dresses and backpacks all taking heed of the excessive branding of fast food chains.
This trend has filtered down from Jeremy Scott's loud and invasive designs from his takeover of Moschino for AW14. Scott's use of staple brand colours, shapes, logos and chain slogans are eminent throughout hype's collection but also show the adaption from high end to high street. Hype have also manipulated this inspiration for the streetwear market by the use of classic shapes used in the field and conveying an attitude within the designs.
The launch event saw the store in Boxpark (Shoreditch) decorated like a fast food chain and was given the temporary name of Hype FC. We were given happy meal type boxes upon arrival containing a complimentary gummy sweet pizza and a free beanie. The store genuinely felt like a fast food chain at the lunch time rush, however more enjoyable thanks to the free Red Stripe.
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