Hype steps out in style with Schuh tie-up

A fashion brand that has built an army of loyal fans and been sported by the likes of Jay-z and Tom Hardy has struck an agreement with Scottish footwear retailer Schuh to feature its new shoe range across 135 stores.

Founded in 2011 by Liam Green, when he was just 17, and Bav Samani, Leicesterbased Hype began as a selffunded project, designing printed clothing and accessories. It has since achieved strong year-on-year sales growth and was ranked 26th in the 2016 Sunday Times Fast Track Survey of top British businesses.

Hype’s products are targeted predominantly towards 18 to 25 year-olds.

The deal with West Lothianheadquartered Schuh for its signature shoe range means that Hype has expanded its UK presence to more than 1,350 stockists.

Green, who is also the fashion label’s creative director, said: “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.

“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.”

Last June, Us-owned Schuh revealed that full-year turnover rose 5.3 per cent to £280.9 million, while pre-tax profits were up by 9.3 per cent to £16.6m.

“Schuh kids” was singled out as a “big focus” in the period. The group opened two additional stand-alone stores. 0 The footwear range is going into all Schuh stores