Hoodie by Hype, Drawstring hood, Hype branding, For that logo lifestyle, Over-the-head style, Pouch pocket, Fitted trims, Regular fit - true to size. Hype began in the summer of 2011 when two friends decided they wanted to spend their vacation 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.