Backpack by Hype, Hands-free style, Grab handle, Padded straps and back for comfort, External pocket, Concealed zip fastening, Speckled design, Embroidered logo patch, It's the little things that count. 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.