Apparel Brands acquires kidswear brand Hype

Apparel Brands has announced its acquisition of kids backpack and streetwear label, Hype, for an undisclosed amount. 

As a result of this deal, Hype will begin a new strategic direction that aims to turn it into a “leading” brand for kids and families. 

Meanwhile, the acquisition strengthens Apparel Brands’ position in the family-oriented fashion and accessories market. 

While Hype has established popularity with younger audiences, Apparel Brands plans to expand its reach to offer “stylish, functional and affordable” options for children. 

Peter Wood, founder and CEO of Apparel Brands, said: “Hype has long been a powerhouse in youth fashion and accessories and we see an incredible opportunity to build on the brand’s legacy. We have a clear focus on becoming the leading brand for kids and families. 

“Hype will be at the forefront of fashion that parents and children can rely on—whether it’s for everyday wear, back-to-school essentials, or any other occasion.”

Mike Thompson, CEO of Hype, added: “Hype has always been about bold self-expression, and as we enter this new chapter, we want to bring that spirit to a wider audience—specifically, to kids and families. Our vision is to become the go-to brand for families, offering not just fashion, but an entire lifestyle that is fun, accessible, and affordable for everyone.

“This year’s back-to-school season has been a tremendous success for Hype, and our presence on the high street played a significant role in that. Apparel Brands is eager to build on this momentum, expanding our reach in key retail locations while continuing to grow our presence across online platforms. The high street remains a key part of our strategy as we look to strengthen the brand’s accessibility and connection with families.”