Hoodie by Hype, For your chill days, Drawstring hood, Over-the-head style, Hype logo, The bigger the branding, the better, Pouch pocket, Ribbed trims, Regular cut, Fits you just right. 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.