Shayne Oliver
Founder of Hood By Air
Lula Hyers / Kaleidoscope

2020 Hypes Score


Designer Shayne Oliver’s year was a quiet contemplation and planning for the return of his fashion brand Hood by Air, aka HBA. Hood by Air, which is also a collective of like-minded musicians, creators and party-goers, defined a new fashion and cultural zeitgeist in the mid to late 2000s. They represented youthful energy, inclusivity and an alternative underground spirit. However, it was Oliver’s sense of style that steered Hood by Air to disrupt the conventional lexicon of luxury fashion. Style A-listers of that time like Kanye West and ASAP Rocky took notice and instantly became supportive fans of Oliver.

This July, Shayne Oliver revived HBA after numerous hiatuses and design tenures at other brands including Helmut Lang and Colmar A.G.E. The comeback, however, is a complete restructuring of Oliver’s business model — the brand will be separated into four “entities”: Hood By Air, HBA, Museum, and Anonymous Club. Hood by Air is the primary entity and will include yearly “themes” supported by product activations and events. HBA will be a direct-to-consumer platform, while Museum looks to offer upcycled products from Hood by Air archives. Lastly, Anonymous club will give support to emerging talent and given the chance to collaborate with Shayne Oliver.

With the gameplan already laid out, Hood by Air then strategically released a special edition T-Shirt printed with various logos and slogans. Available in black and neon green the sale of the tees went to charities in-line with the label’s values: Black Trans Femmes in the Arts, Emergency Release Fund, and Gays & Lesbians Living In A Transgender Society.