Hype acquired by Apparel Brands

The Hype kids backpack and streetwear label has been acquired by Apparel Brands.

Based in Manchester and backed by True Capital, Apparel Brands specialises in designing, sourcing and distributing branded clothing and accessories to third parties and through its network of directly operated websites. Its portfolio includes streetwear labels such as Bench and Nicce, as well as licensed products from the likes pf Farah, Sea Folly and Ed Hardy.

Founded in 2011, Hype will be catering to a broader audience under its new ownership with the offer of products to kids and their families.

Peter Wood, founder and chief executive of Apparel Brands, explained: “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, chief executive of Hype, said: “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.”

Apparel Brands will also be expanding Hype’s reach in key retail locations while growing its presence across online platforms.

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