Hype founders Bav Samani and Liam Green step away as new owners take full control

Leicester-based fashion brand Hype has confirmed the departure of its founders, Bav Samani and Liam Green, after 12 years. 

The duo founded Hype in 2011, creating a business that specialises in streetwear clothing and accessories for children and young people.

Following its launch, the brand experienced rapid growth with
its products stocked at some of the UK’s largest retailers, including NEXT, Sports Direct and Footasylum.

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 The Simpsons.

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.

Having overseen the transition to its new owners, Samani and Green will now leave the business to "embark on new ventures".

In a post on LinkedIn, Hype said: "After a remarkable 12-year journey, Liam and Bav have decided to step down from their roles.

"Initially, they remained on board after the business was sold, ensuring a smooth transition for the new owners. As we reach the one-year anniversary of the change in ownership, Liam and Bav have made the heartfelt decision to embark on new ventures.

"Their dedication and commitment to Hype have undoubtedly left a lasting impact on the company's success. We wish them both an amazing future and all the best with their future endeavours."

In November last year, Hype promoted its former COO Mike Thompson to the role of CEO. Thompson was hired as Chief Operating Officer in May 2023, after the company was acquired.

"In the beginning, we were a small team and could take all the risks. However, when you reach a certain size, you have to step back and look at the bigger picture. You need to bring in the right expertise for the continued success of the business," Samani revealed during an event by TheIndustry.fashion last month.