Holdall by Hype, Foil-effect finish, Fully lined, Twin handles, Zip-top closure, Adjustable strap. Hype began in the summer of 2011 when two friends decided they wanted to spend their holiday doing something more than just kicking back and relaxing. Garnering a band of followers through social networks and word of mouth, Hype now creates a full line of signature print t-shirts and sweatshirts with some lines exclusive to ASOS.