Saturday, March 13

Hype Means Nothing at Spectacle

You may have noticed some famous faces in the window at our Queen St store.


We've been up on the Hype Means Nothing craze for a while. but, for those of you who are unfamiliar with these shirts here is the idea behind them..............
Hype Means Nothing have not been around for too long, but in the short time since they started out they have managed to attract a wide range of fans and collaborators with their individual concept. Each tee takes the idea of ‘celebrity’ and prods a little but of well placed fun at it, through these premium printed tees featuring famous faces pretending to wear fashionable sunglasses.

The term ‘hype’ has become very prevalent over the past few years, describing items of fashion and style which are highly desirable and often sell out as quickly as they are released. In a culture of pre-orders and blogs this web-driven way of living is taken very seriously by some, with these aspirational items going for massive amounts of money, both at the time of sale and when being re-sold as deadstock. This relatively new culture is fueled by the internet, ‘hype’ products gather almost feverish attention months before their release, sneak previews and leaked-line sheets give ardent followers a glimpse of these much anticipated releases.

With so much money and hard work involved in getting your hands on ‘hype’ products, the scene and it’s major-players can sometimes come across as being somewhat stoic. French t-shirt label Hype Means Nothing intend on going some way to dispelling this myth.

In the short time since they started out Hype Means Nothing have managed to attract a wide range of fans and collaborators from across the world of celebrity (both in reality and fiction) with their individual concept. Each tee takes the idea of ‘celebrity’ and ‘hype’ and prods a little bit of well placed fun at it. Each premium printed tee features famous faces pretending to wear fashionable sunglasses, with a catalogue-esque description of real ‘hype’ sunglasses including their price, below.

This is a brilliantly done and refreshing parody of a movement that often gets accused of taking itself too seriously, and this balance of actual hype with a light-hearted twist (in our opinion at least!) works very well.


Because Spectacle Loves You the shirts may be for sale, just ask us once the display comes down.