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Contemporary London label HYPE returns with a brand new SS17 collection that sees the brand continue to refine its maturing aesthetic.

The brand’s signature floral designs, patterns and graphics are kept minimal as it moves away from the flamboyant look it was previously recognized for. The color palette comprises khaki, beige, gray and monochrome shades for an understated look complementing the new clean-cut direction.

HYPE remains youthful but has kept the ready-to-wear range simple in cut-and-sew technical fabrics. Among other items, the collection features T-shirts, coach and varsity jackets, long bombers, crewnecks, and hoodies.

London’s ever-popular Barbican Estate—which some may recognize from a certain Skepta video—provided a fitting shoot backdrop that perfectly highlights the streetwear-ready designs.

HYPE’s Spring/Summer ’17 collection is available online from February 26. Be sure to check out the label’s Facebook page on launch day where it will be giving away pieces from the collection.

Words by Aaron Howes
Branded Content Editor
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