Overview
Hype and Vice is a female-founded apparel company that innovates in the realm of trendy collegiate and sportswear. Headquartered in Los Angeles, the company integrates fashionable designs with official university branding, targeting female college students and fans. All apparel is officially licensed with trademarks from the NCAA, NBA, and MLS, ensuring quality and authenticity. The company’s mission is to enhance college spirit by offering fashion-forward alternatives to traditional collegiate wear.
Founders and Leadership
Cecilia Gonzalez and Kimberly Robles are the co-founders and co-CEOs of Hype and Vice. They identified a market need for stylish, college-branded clothing aimed at women, which led to the creation and sale of custom crop tops and branded wear. Both founders bring significant industry experience and connections, with Gonzalez having been recognized in Forbes' 30 Under 30 (2022) for Retail and Ecommerce.
- Cecilia Gonzalez: Co-CEO and Head of Creative, began her fashion career as a Stylist Assistant Intern at Bloomingdale's in 2012. Based in Los Angeles, CA, she uses her extensive background to drive creative direction at Hype and Vice.
- Kimberly Robles: Co-CEO, holds a Bachelor's in Business Administration from the University of Southern California. Renowned for her innovations in the sports apparel industry and also featured in Forbes 30 Under 30.
Product and Licensing
Hype and Vice offers a wide range of apparel, including sweatshirts, hoodies, tees, and bandeaus, licensed by over 100 universities. Their product line is trendy, appealing to young women looking to showcase their school spirit in style. Additionally, they have expanded into partnerships within the NBA and MLS.
Market and Financials
With projected revenues of $2.5 million for the 2021 fiscal year, Hype and Vice benefits from a presence in over 100 campus stores nationwide. Competing with apparel giants like Carbon38 and Levi Strauss & Co., they maintain an annual revenue estimate of $5.2 million. Their marketing strategy includes direct-to-consumer sales and leveraging social media for brand promotion.
Achievements and Collaborations
Hype and Vice has secured over 350 licenses, establishing themselves as leaders in the collegiate marketplace. Their participation in Y Combinator has attributed to gaining influential backers and significantly scaling their operations.
Social Media and Community Engagement
Hype and Vice maintains an active presence on Instagram, frequently updating followers on new collections and collaborations. They focus on fostering a community spirit and emphasize the fandom and lifestyle aspects of college life in their branding.
Competitor Profile
Key Competitors
- Carbon38: A premier e-commerce destination focusing on performance fashion, offering a proprietary label alongside curated contemporary activewear. It has an estimated revenue of approximately $7.6M with around 48 employees. Known for exclusive collaborations and collections that redefine traditional retail models.
- LE TOTE: Previously an online women's clothing rental service using a subscription model, LE TOTE provided everyday wear but ceased operations in 2024 due to financial difficulties.
- Levi Strauss & Co.: A global leader in the denim market with 2023 net revenues of $6.2 billion. While their focus is on jeans and casual wear, their extensive market presence globally and more than 3,200 brand stores pose significant competition.
- Moss Bros: A UK-based menswear retailer with 174 years of tailoring experience, specializing in formal men's wear. Although focused on menswear, their brand offers insights into traditional apparel strategies.
- American Apparel: Focused on basic apparel with an ethos of "Ethically Made—Sweatshop Free," recently relocated operations to Central America to maintain lower production costs. Despite restructuring, their brand identity remains influential.
Competitive Analysis
Hype and Vice, with a revenue of $5.2 million and a team of 30 employees, is a specialized player in the collegiate apparel niche, offering trendy licensed apparel distinct from traditional offerings. Their strategic focus on blending fashion with university branding gives them a competitive edge against mainstream platforms and traditional collegiate brands.
Their approach allows them to appeal to fashion-conscious college students, setting them apart from competitors. Hype and Vice's potential growth through design diversification and international expansion remains promising, particularly when aligned with university partnerships and innovative collaborations within the sports and lifestyle sectors.
