UK’s streetwear label Hype enters India

Known for their punchy prints and iconic logotype, British streetwear brand Hype has chosen the e-commerce route to enter India. It has partnered with Koovs.com, an Indo-Britain online fashion company, unveiling its menswear collection on the platform.

The range offering bold prints, overgenerous patterns and designs in clothing and accessories consists of products like T-shirts, sweatshirts and backpacks priced between Rs 2,295 to Rs 2,495. Hype, established in 2011, is stocked by some of the finest independent retailers of streetwear across the globe. The fashion platform stocks affordable western wear for middle-class working women in the age group of 18-30 years. It does have a line of designer wear too but in the range of Rs 900 to Rs 2,000.

Koovs reported a rise in sales in the six months ended September 2014 compared to the six months period last year. Posting its first interim results since it was launched in 2012, the company’s net sales stood at Rs 95.4 million during the period under review, before losses due to returns. Net sales after returns were Rs 81.7 million, up from Rs 64.4 million in the six months to the end of March this year.