Hype Gets Hip With Youth-Oriented Line
For the past 15 years, Vernon, Calif.-based contemporary label Hype Clothing has turned out clothing incorporating the latest looks in fashion with its offerings, and formulated a few new novelty looks of its own as well. The company now has a hip new line called That 70’s Thang.
The collection was designed to show the more youthful, lackadaisical side of the company, according to Hype chief executive officer Uri P. Harkham.
“The new collection features styles that appeal to a younger, hipper customer, while remaining loyal to [Hype’s] fashion-savvy older customer,” Harkham said.
Harkham noted that the company’s apparel was previously geared toward women between the ages of 35 and 55, but the new line—with a clearer focus in mind—will be aimed at women 20 years and older.
The 48-piece collection includes dresses, tops and bottoms, which are divided into four groups: Asian-inspired prints, solid prints, silk cashmere sweaters and a 1970s-inspired French terry cloth group. The Asian-inspired and solid-print pieces are made with cotton voile. Bottoms are made with cotton voile and stretch poplin. The line also features loose-fitting micromodal knitted tops in peasant and dolman styles starting at $44 wholesale.
Wholesale prices for the collection, which comes in sizes 2–10, range from $36 for a terry cloth dolman-sleeved grosgrain top to $49 for a vintage-style terry cloth baseball jacket. Initial delivery is set for Jan. 30.
Hype Clothing includes divisions for children’s sportswear, women’s and juniors’ sleepwear, and women’s shoes and handbags. The Hype Shoes line focuses on updated looks that combine the latest trends with nostalgic styles. Victorian styles with squared-off toes in embroidered satin, “Boys’ Club”–style wing-tip shoes (to complement Hype’s pinstriped suits for women) and denim clogs are just a few styles in the works. Hype shoe designer Darylynn Ayala said the collection is geared equally toward style and comfort.
“We’ll try to hit all of the current trends, but comfort is also a big seller right now,” she said. “Muled moccasins might sell better than stressed-leather city sandals.”
Ayala added that the company previously did well with three-tone and striped nautical-style shoes. Retail price points for Hype’s current line of shoes range from $80 up to $115.
Last year the company signed a licensing agreement with New York-based Mondani, maker of Adrienne Vittadini handbags, to launch Hype Handbags, a contemporary line of carryalls and totes. For Spring 2002, the collection includes 10 handbag groups, with three styles in each group. Military, denim, belted trims, sueded Ring lizard, logo velvet, metallic suede and snake-print are just a few of the styles the line offers. Wholesale price points range from $32 for a medium-sized handbag to $76 for a large tote.
Hype Clothing is sold in better department stores, boutiques and catalogs, including Macy’s East, Boston Proper catalog and Planet Blue in Malibu, Calif. For more information, call (213) 236-9000. —Claudia Figueroa
