Leeds retailer Hip, now branding themselves ‘The Hip Store’, have undergone a bit of a transformation of late, and they present this new image in a somewhat unorthodox video lookbook for the season. Most of the brands from the store’s previous incarnation still remain, bit they’ve ditched some of the more street elements and now focus on a smarter, more premium aesthetic.
The video itself see’s a solitary character (or 4) exploring a cavernous area, 20 metres below ground level, kitted out in a number of looks, put together from the store’s Autumn/Winter collection of brands. It’s definitely a little different to the sort of thing we’re used to seeing, and I applaud their willingness to think outside of the box. In it you’ll find pieces by Oliver Spencer, Norse Projects, Red Wing, Edwin, Levi’s Vintage, and more, as well as a brief nod to Supreme which, although the store won’t be stocking moving forward (due to the opening of the brand’s London store), has been an important part of the store’s growth.
Check the video above, and view the full collections on their brand new website at The Hip Store.