Apparel Brands acquires Hype with plans to create 'products for every family member'

Streetwear and kidswear label Hype, best known for its brightly coloured backpacks, has been acquired by Apparel Brands for an undisclosed sum. This comes just 18 months after it was rescued out of administration.

Hype, the brainchild of entrepreneurs Bav Samani and Liam Green, revolutionised the fashion landscape with its bold, eclectic designs back when it was founded in 2011. Founded on the principle of blending streetwear with high-end fashion, Hype quickly garnered a global following for its innovative approach. Samani and Green's combined expertise in design and business acumen propelled Hype to prominence, establishing it as a trendsetter in the fashion industry.

In recent years, Hype has been loved by teens and tweens alike, with its rucksacks on the backs of every other school kid on the block. It has also become popular for its high-profile collaborations with brands such as Coca-Cola, Disney and KFC.

However, the business was acquired out of administration by Lux360 and JHB2C last year after experiencing pandemic-related challenges that were further compounded by the cost-of-living crisis.

In March 2024, Liam Green and Bav Samani announced they were standing down from the business to "embark on new adventures" after it passed into new ownership last year.

Liam Green and Bav Samani, Co-founders of Hype

The Leicester-based business said its new vision is to build on the success of its signature backpacks and create "stylish, affordable, and functional products for every family member".

Peter Wood, Apparel Brands Founder and CEO, said: "Hype has long been a powerhouse in youth fashion and accessories and we see an incredible opportunity to build on the brand’s legacy. We have a clear focus on becoming the leading brand for kids and families.

"Hype will be at the forefront of fashion that parents and children can rely on—whether it’s for everyday wear, back-to-school essentials, or any other occasion."

Mike Thompson, CEO of Hype, added: "Hype has always been about bold self-expression, and as we enter this new chapter, we want to bring that spirit to a wider audience—specifically, to kids and families. Our vision is to become the go-to brand for families, offering not just fashion, but an entire lifestyle that is fun, accessible, and affordable for everyone.

"This year’s back-to-school season has been a tremendous success for Hype, and our presence on the high street played a significant role in that. Apparel Brands is eager to build on this momentum, expanding our reach in key retail locations while continuing to grow our presence across online platforms.

"The high street remains a key part of our strategy as we look to strengthen the brand’s accessibility and connection with families."

Under its new ownership, Apparel Brands plans to expand Hype’s presence in key retail locations while growing its presence online.