Hype, the label that started out in 2011 as a summer holiday project for Liam Green and Aidy Lennox, has gone from an underground men's T-shirt brand to catering for girls, accessory lovers and even cat fans (check out the Cosmo Cat backpack below). Liam, in his early 20s, said, 'We always thought it would be quite small and underground, but it seems to have blown up,' which has a lot to do with their loyal fan base including Cara Delevingne and Ellie Goulding. If you're into street labels like Stüssy who mix girlie prints with boyish shapes, then Hype is for you.