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Established in 2011, the HYPE brand has grown into a self-financing project by designing printed clothing and accessories. After winning contests, HYPE released the first batch of clothing that sold out in a matter of hours. With the help of social networks, HYPE quickly developed into a well-known brand. Within a few months, HYPE started to evolve into one of the most recognisable brands in the UK. HYPE settled in the heart of the Midlands with its new Leicester headquarters. The flagship HYPE store opened in London in summer 2013 and in Taiwan in 2016. The brand can be found in many stores around the world.