Emerging British Sneaker Brand HYPHNT Embodies the Power of London for Its First-Ever Drop
Founded by former grime rapper and Crep Protect co-founder, J2K.
Throughout the U.K., there’s an abundance of rappers that are launching new passion projects and businesses in an attempt to give back to their communities. For example, Wretch 32 recently became the Creative Director of 0207 Def Jam Records and launched his new CBD product company, while Fredo is also known for his high-level investment in the footwear retailer, Kick Game. Another musician following suit is Jason Black, aka J2K, as the former member of pioneering grime collective, Roll Deep, has just announced the launch of his new footwear label, HYPHNT.
J2K is no stranger to the footwear industry; the rapper is also co-founder of the U.K.-based sneaker care brand, Crep Protect, and now his new footwear brand looks to meet the demands of “multi-hyphenated individuals in the same way that a sports brand would tailor athletes.”
For HYPHNT’s first releases, the footwear imprint is presenting two new silhouettes in the form of the Road Runner and City Walker. Both shoes come in “Cappuccino,” “Mr. Black,” “Tan,” and “Dark Ice” colorways and the City Walker is packed with a heavy-set outsole that’s complemented by an assemblage of paneled detailing that runs across the lateral sides, toe cap, and over the laces. In and amongst the paneling, the brand’s customary “H” logo can be spotted on the lateral-mid panel with the latter all tied together with minimal dark stitching and jagged grooves on the leather sole.
J2K’s Road Runner is a much sleeker and low-riding silhouette, crafted with similar paneled detailing to its corresponding City Walker design, However, the differences come in the form of the springier outsole, and more supported ankles.
In line with the launch, Black’s label has also presented a new campaign video that involves a clean edit and takes us across various locations in London. The short film features narration from J2K and grime and rap pioneer Ghetts and reimagines the U.K.’s capital as a backdrop for performance. Speaking about the video, J2K said:
“I’ve always imagined the city providing the backdrop as the arena for performance as opposed to just stadiums, gyms, and running tracks. The story of the individual who provides the cogs that keep the wheels turning needs to be told in style.”
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You can take a closer look at the new HYPHNT sneakers above and they will be available on the brand’s official website from December 1 for £180 USD (approx. $220 USD).
In other footwear news, take a look at Mizuno’s new “Fisherman Pack.”
