Hypebeast has become a lifestyle, a statement of identity. It's a fusion of fashion, art and attitude that has taken over the streets and will now take over the trails and roads.
This season preview captures the essence of Hypebeast by combining avant-garde designs and a bold, eye-catching aesthetic. This collection tries to reflect the energy and creativity of this constantly evolving trend. It is an invitation to be bold, unique and express our personality.
In it we find trendy colors and exclusive graphics that capture the cyclist's attention as they pass by, inspired by the most influential looks in the streets of the world.
Milan as the focus of Hypebeast
We moved to Italy, more specifically to Milan, one of the world capitals of fashion and design, to make it the focus of the launch campaign and hold a secret party in one of the trendiest areas of the city.
Playing with the concept of "hype", we sought to make of the jersey an object of desire by carrying out different actions. We started by walking around Milan, taking the collection to the most emblematic and popular places in the city, such as the Duomo square, the Galleria Vittorio Emanuele II and the fashionable Navigli district, capturing the attention of everyone who passed by.
Culminating with an underground party in a secret location in the heart of the Navigli, where guests from the world of cycling and Milan's most influential communities attended dressed in garments from the collection to generate more buzz with social media content shared throughout the night.
Discover the collection here.
