The latest independent fashion label, with UV paint and an oversized logo has arrived in London. Hipe Clothing will launch with its own pop-up shop at Streetfest, a niche festival that celebrates street culture, in Shoreditch this bank holiday, Sunday 6th May, bringing to London a new ‘Hipe’ amongst designer wear.
Born and nurtured in London, Hipe Clothing is inspired by life itself, for “the individual whose style demands the fascination of others”. Its first collection is said to capture the attention of everyone with its UV reactive iconic design logo on the front of its garments.
The young and dynamic brothers, Ashton and Fenton Cayless are really excited about launching their clothing range, having started to form Hipe Clothing together back in 2009. With their philosophy being to “have it perfect everyday”, both brothers believe there new clothing range will “attract attention through the brand’s innovative design.”
“Its potent brand logo in UV paint and its oversized label will allow you to be seen in dark amongst the most stylish crowds under UV light.”
Ashton and Fenton talk exclusively to the Holloway Express about where their inspiration came from, how Ashton is the creative genius behind the brand, and what it’s like to set up your own clothing range.
What made you decide on creating your own clothing range?
Ashton: “Ideally we just wanted to work for ourselves, and to put our talents together and create something. We wanted to be able to build a brand and take it in whatever direction we choose – that and the need for original clothing that stands out and shouts the loudest.”
What were your inspirations behind the brand and its designs?
Fenton: “Ashton is the creative genius behind the brand, and the design element and brand identity is all down to him. He’s constantly sketching new clothing concepts and ideas for future collections. The inspiration came from high-end streetwear, use of typography, bright colours, modern art and the urban lifestyle.”
What are your expectations for the brand, and where do you see it being by next year?
Fenton: “It’s really hard to say, but we’d like to think that we will be on our fourth or fifth collection by then.”
Ashton: “We would also like to think that we will have a much larger online fan base too.”
What have you enjoyed most about creating Hipe Clothing?
Ashton: “We have really enjoyed the creative process of watching the jumpers and t-shirts design sketches turn into screen-printed products, and knowing that we did it ourselves. It’s exciting doing the web development too, needing to stay up to date, and that’s where Fenton comes in. He’s the brains behind everything web related. We’ve also had loads of compliments on the brand when we’ve worn it out raving ourselves, so that’s a positive start.”
What did you find most challenging when it came to creating the clothing range?
Ashton: “We had so many ideas, so exploring the different styles of design, and then coming up with a style that best suited the brand.”
What other brands would you compare yourself to?
Fenton: “We like to think of ourselves as unique and individual so prefer not to put ourselves in the same league as any other brand.”
You’re running a pop-up shop at Streetfest 2012 this weekend, are you looking forward to it?
Fenton: “Yes, it will be a great day for us and the brand as it’s the first time it will be sold to the public. We’re really looking forward to it! We’ve had loads of interest in the brand already but after being at Streetfest we expect to get a lot more, which will be great.”
So, if you want to be one of the first to get your hands on Hipe Clothing, or find out what they’re all about, you can visit them online, or go along to their pop-up shop at Streetfest on Sunday.
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