A fashion-forward brand creating stylish, officially licensed sports apparel for female college and pro-sports fans. [1, 14]
ORIGIN
United States
PRICE TIER
contemporary
Launched in 2015 by founders Cecilia Gonzalez and Kimberly Robles, Hype and Vice identified and filled a significant void in the sports apparel market. The idea originated from observing female students at USC repurposing oversized men's merchandise into fashionable tailgate outfits. The brand was created to offer women a stylish alternative to generic, ill-fitting fan gear, moving beyond the industry's standard "pink it and shrink it" approach.