Asos x HYPE. "FATS" Food Collection Launch @ Boxpark Shoreditch 9//10//14

Drippin' Chicken, on a drippin' Thursday. Apt. Autumn greeted us to another day of rain and grey, but it wasn't all as bad at Boxpark. Red, white, blue and yellow brightened the small space inside one of the retail containers at Boxpark, Shoreditch. This wet evening welcomed another collaboration collection launch with online retail supremo Asos, and British streetwear label HYPE.

 The label launched in 2011, when two friends on their summer holidays, decided to actually do something worthwhile with their break from university. Nowadays, it's a bit more different. The HYPE. logo is not an uncommon sight in the contemporary streets of East London. This launch marketed it's sixteen piece FAT'S Food Collection, which takes its inspiration from fast food chains. You can make comparisons to Moschino's collection "Fast Fashion ... Next Day After The Runway", brought out last February at Paris Fashion Week, which is also inspired by fast food, and more specifically, McDonalds. The collection consists of backpacks, tshirts, long sleeved tops, joggers, crop tops, and dresses. The garments eye catching colours and memorable logos, repetitive prints and uni-sex versatility make for another charming collection for the HYPE. team. The arrival of the first 75 through the door, received a Happy Meal-esque box with a few goodies, and an inviting welcome to get out of the blustery weather. A Drippin' Chicken beanie being one of the included goodies. Red Stripe fuelled the HYPE. fans, Shorebitch DJ's followed it up with some music, and the Queen of Hoxton provided the after party. Not bad for a school night.


http://hypeclothinguk.bigcartel.com
http://www.boxpark.co.uk
http://www.moschino.com/gb/women/fast-fashion_gid26929
http://shorebitch.co.uk

FATS Food Longline Tshirt

HYPE. FATS Food Pocket Chips Print

Drippin' Chicken Beanie