Scarf by Hype, Throw this on when the temperature drops, Rectangle design, Hype branding, For that logo lifestyle, Raw-cut trims. 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.