CELEBRATING 20 YEARS OF HYPE DC.

Hype DC opened its first doors in 1998 in the northside Sydney suburb of Mosman. Since then, we have expanded to 65 doors throughout Australia and New Zealand. During the 20 years of Hype DC’s existence, we have never lost sight of our mission, to bring consumers the best footwear, First.

First Then, First Now celebrates our commitment to present authentic and respected footwear from new lines to new brands to new thinking. Threaded throughout the imagery is the Mosman coordinates, paying homage to our origins.

The campaign centres around five key silhouettes from heritage rich sneaker brands; adidas POD-S3.1, New Balance X-90, Nike Air Vapormax 95, Puma Thunder Desert and Vans Style 36. Each style reflects a fusion and relevance that references the past and the present; from the Nike Vapormax 95; a hybrid featuring an upper of the OG Nike Air Max 95 and the new tech sole of the recently introduced Vapormax; to the 1978 icon, the Vans Style 36, a classic sneaker which retains an overwhelming amount of importance today. The styles are worn by five local creatives that all embody the same respect and admiration for authenticity of the brand; Amy Jane Dowdle, Josh Dowdle, Cameron Oates, Jason Vuong, Jackie Pettitt and Sophie Wilde.

First Then, First Now was shot throughout various Sydney locations by Sydney natives Rough Drahft, make up was by Jaclyn Hnitko and all looks were styled by Danielle Soglimbene.

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