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Hypebeast Cup New York

Here's What Went Down at Hypebeast Cup New York

Here's What Went Down at Hypebeast Cup New York

From live match screenings and jersey customization to exclusive drops and community programming, here’s everything that happened during our month-long New York residency.
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Lovesac Brings Basement-Era Nostalgia to Hypebeast Cup NYC
Design

Lovesac Brings Basement-Era Nostalgia to Hypebeast Cup NYC

Presented by Lovesac
Giving fans somewhere to sink into when the penalties started…
Presented by Lovesac /
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This Is What Football Fandom Looks Like When It's Personal
Fashion

This Is What Football Fandom Looks Like When It's Personal

Six New York creatives style up for the World Cup — and talk heritage, craft, and fandom — as Hypebeast Cup takes over SoHo.
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Inside Hypebeast Cup New York's Football Clubhouse

Inside Hypebeast Cup New York's Football Clubhouse

Take a look inside Hypebeast Cup’s month-long New York activation, where football, fashion, music and community continue to collide.
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Meet Full Kit, the Vintage Jersey Bootleggers Rewriting Music Merch
Fashion

Meet Full Kit, the Vintage Jersey Bootleggers Rewriting Music Merch

Ahead of their Hypebeast Cup pop-up, founders Robbie Laing and Vicente Reynoso on building a brand where Cocteau Twins, Militarie Gun, and Fred again.. all live on deadstock soccer kits.
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Mattia Guarnera Finds Meaning in Football's Quietest Moments
Art

Mattia Guarnera Finds Meaning in Football's Quietest Moments

Ahead of Hypebeast Cup New York, the London-based artist reflects on football, identity and the beauty of overlooked moments.
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