Hype and Vice: How two students changed women’s sportswear fashion
30 october 2024 в 22:37
Imagine this: a lively tailgate evening at USC. The air is thick with excitement, but something is off. Every woman in sight is wearing a men’s t-shirt, cropped and cut to fit them. It’s 2015, and the women’s sports apparel market is stuck in the Stone Age. Enter Cecilia Gonzalez and Kimberly Robles, two students set on changing the game in an industry that has overlooked half of its customer base.
«We were shocked», - recalls Gonzalez. «Women made up the majority of the student body, but 90% of the merchandise in the bookstore was geared towards men. We knew we had to do something».
That «something» became Hype and Vice, a brand born in a dorm room with a simple mission: to provide female fans with stylish, comfortable clothing they deserve. But how to go from a moment of inspiration to a full-fledged fashion line? Spoiler alert: it involves a lot of coffee, late nights, and a stubborn refusal to accept the answer «that's just how it’s always been!»
For Gonzalez and Robles, it was all about speaking up and taking action. «We were our own customers», - they explain. «We loved sports and fashion, and we felt the same frustration as other women trying to find something stylish to support their teams».
This personal experience gave them a unique advantage. They didn’t just guess what women wanted — they lived it. Late nights in their dorm turned into impromptu design sessions. Sketches became prototypes, and prototypes became the first Hype and Vice collection.
«We realized that if we could create something that we really wanted to wear, other women would want it too».
Starting with university apparel, Hype and Vice quickly caught the attention of fashionable fans. Their secret? Designs that capture the spirit of game day, made from materials that can withstand hours of cheering in the stands, ready for any challenge of a lively match.
Rumors quickly spread across campuses. Suddenly, women had options beyond the usual baggy t-shirts and ill-fitting jerseys. Hype and Vice offered a fresh take on team spirit — one that didn’t sacrifice style or comfort.
«Women told us they finally felt properly represented at the stadium», - says Gonzalez. «It was as simple as offering clothing that truly fits and reflects their style».
But why stop at the university level? The NBA and MLS soon came knocking, and Hype and Vice answered. «We saw the same issues in professional sports», - notes Gonzalez. «Women everywhere deserve fashionable, comfortable options to support their teams».
This expansion wasn’t just about growing the business. It was about solving a problem that spanned all levels of sports fans. From college basketball to professional football, women were looking for clothing that spoke to their passion for the game and their sense of style.
«We're solving a long-standing problem in sports», - explains Robles. «Women have been passionate sports fans for generations, but the apparel industry has been slow to evolve. We’re changing that».
Today, Hype and Vice offers everything from game day looks to everyday wear and accessories. Want to support your team’s colors while grabbing coffee or lounging at home? They’ve got you covered.
«We realized that being a fan is not just about game day», - says Gonzalez. «It's part of who you are every day. So we created pieces that allow you to show pride for your team, whether at the stadium or the grocery store. And you’ll look cute doing it».
The brand’s success has not gone unnoticed. A spot on the Forbes 30 Under 30 list and attention from major investors solidified Hype and Vice’s status as a rising star in the world of sports apparel.
But for these two founders, these accolades are just confirmation of what they already knew: women were craving change in sports fashion. «It's validation that the industry is recognizing what we’ve been saying all along», - they admit. «But the real reward is seeing women feel confident»
«We were shocked», - recalls Gonzalez. «Women made up the majority of the student body, but 90% of the merchandise in the bookstore was geared towards men. We knew we had to do something».
That «something» became Hype and Vice, a brand born in a dorm room with a simple mission: to provide female fans with stylish, comfortable clothing they deserve. But how to go from a moment of inspiration to a full-fledged fashion line? Spoiler alert: it involves a lot of coffee, late nights, and a stubborn refusal to accept the answer «that's just how it’s always been!»
For Gonzalez and Robles, it was all about speaking up and taking action. «We were our own customers», - they explain. «We loved sports and fashion, and we felt the same frustration as other women trying to find something stylish to support their teams».
This personal experience gave them a unique advantage. They didn’t just guess what women wanted — they lived it. Late nights in their dorm turned into impromptu design sessions. Sketches became prototypes, and prototypes became the first Hype and Vice collection.
«We realized that if we could create something that we really wanted to wear, other women would want it too».
Starting with university apparel, Hype and Vice quickly caught the attention of fashionable fans. Their secret? Designs that capture the spirit of game day, made from materials that can withstand hours of cheering in the stands, ready for any challenge of a lively match.
Rumors quickly spread across campuses. Suddenly, women had options beyond the usual baggy t-shirts and ill-fitting jerseys. Hype and Vice offered a fresh take on team spirit — one that didn’t sacrifice style or comfort.
«Women told us they finally felt properly represented at the stadium», - says Gonzalez. «It was as simple as offering clothing that truly fits and reflects their style».
But why stop at the university level? The NBA and MLS soon came knocking, and Hype and Vice answered. «We saw the same issues in professional sports», - notes Gonzalez. «Women everywhere deserve fashionable, comfortable options to support their teams».
This expansion wasn’t just about growing the business. It was about solving a problem that spanned all levels of sports fans. From college basketball to professional football, women were looking for clothing that spoke to their passion for the game and their sense of style.
«We're solving a long-standing problem in sports», - explains Robles. «Women have been passionate sports fans for generations, but the apparel industry has been slow to evolve. We’re changing that».
Today, Hype and Vice offers everything from game day looks to everyday wear and accessories. Want to support your team’s colors while grabbing coffee or lounging at home? They’ve got you covered.
«We realized that being a fan is not just about game day», - says Gonzalez. «It's part of who you are every day. So we created pieces that allow you to show pride for your team, whether at the stadium or the grocery store. And you’ll look cute doing it».
The brand’s success has not gone unnoticed. A spot on the Forbes 30 Under 30 list and attention from major investors solidified Hype and Vice’s status as a rising star in the world of sports apparel.
But for these two founders, these accolades are just confirmation of what they already knew: women were craving change in sports fashion. «It's validation that the industry is recognizing what we’ve been saying all along», - they admit. «But the real reward is seeing women feel confident»
© Kolganov Andrey
