Fashion firm to get tree planted for every order taken

LIFESTYLE brand Hype has teamed up with environmental group Ecologi to play a part in cutting greenhouse emissions.

The fashion label has partnered with the green group to offset its carbon footprint, with a promise that for every order taken, one tree will be planted.

So far, more than 18,500 trees have been planted.

Hype said it is also working with its retail partners to raise awareness of the fashion industry’s environmental obligations.

The business, based in Blaby, has set a timescale to become fully sustainable by 2022, and has moved over to fully recyclable packaging.

Hype, which recently reported a rise in demand for loungewear from people wanting to dress comfortably at home in lockdown, has plans to move into new overseas territories in the coming months after earlier plans to move into China did not come off.

It was launched in 2011 by Bav Samani, Liam Green and Vin Patel, and sells clothes and accessories through its own website and other retailers.

In recent years the business, which has 111 staff, has been recognised as one of Britain’s fastest-growing private companies.

Stars that have sported the brand include Jay-Z, Cara Delevingne and Tom Hardy.

Turnover is about £13 million, on a par with last year despite a year of on-off shop closures.

Its clothes and accessories are sold online and in more than 175 UK stockists and 27 territories worldwide.

Ecologi, founded by three friends from Bristol, co-ordinates climate offset projects and tree planting around the world.

Bav said: “We as a brand and team have been working on sustainability projects over the past five years.

“Seeing our ideas become a reality is such a humbling experience.

“Hype has exciting developments that are due to be announced over the next few months.”