Hypebeast Debuts Its Eponymous Label With Vibrant “Seoul Campaign”
Starring a cast of diverse personas, including Napoli Matfia.
Hypebeast has launched its very own eponymous apparel label of classic wardrobe staples imbued with streetwear flair. The collection debuts with the “Seoul Campaign,” which captures its vibrant energy as well as diverse personas that not only shape the city’s unique culture but also showcase the collection’s versatile appeal.
Comprising garment-dyed hooded zip-ups, T-shirts, sweatpants and a cap, the lineup features a slightly distressed finish that exudes a nonchalant vibe. Rendered in a minimalistic color palette of Navy, Dark navy and Washed Gray, branding leans toward a more subtle approach, with the hoodies, T-shirts and sweatpants all implementing a single tonal embroidery on the front. Meanwhile, a more contrasting “HYPEBEAST” logo is imprinted on the back of the T-shirts and hooded zip-ups as well.
The campaign stars chefs, designers, musicians and young skaters to flea market shop owners, all sporting pieces from the collection in their unique styles. This includes Chef Kwon Seong-Joon, aka Napoli Matfia from Netflix’s Culinary Class Wars, who models the Dark Navy hoodie in the kitchen of Via Toledo, his Italian restaurant in Seoul.
Priced from $65 USD to $160 USD, the Hypebeast Label collection made its debut at an exclusive pop-up in Seoul over the weekend. The collection is now officially launched via HBX’s website and will also be available to shop in HBX’s physical store in LANDMARK, Hong Kong from November 26.
HBX Hong Kong Store
Shop B29, B/F, Landmark Atrium,
Queen’s Road Central, Hong Kong
