Hype signs distribution deal with Schuh

Leicester-based cult fashion brand Hype will launch its first ever footwear range in collaboration with British chain Schuh.


Photo: Schuh

The deal was described as a “major agreement” by the independent streetwear brand, whose products are frequently seen on celebrities including Jay-Z, 50 Cent, Cara Delevingne, Tom Hardy and Ellie Goulding.

The brand’s first shoe range will launch across 135 Schuh stores on Monday 16 April, expanding its presence to more than 1,350 stockists in 15 countries.

“Product design and development is what we love to do and the launch of our first footwear range across all of Schuh’s stores is a huge moment for the brand,” commented Liam Green, co-founder and creative director.

"Footwear is a new and innovative opportunity for us and fundamental to our continued growth. Schuh are perfect retail partners for Hype, and completely in line with our design-led ethos."

Since launching in 2011, Hype has become a major player in the British fashion sector, growing its sales every year and ranking 26th in the 2016 Sunday Times Fast Track Survey top 100 British companies.

The brand targets predominantly the 18-25 year old demographic.

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