Hype and Vice creates stylish, fashion-forward sportswear for female fans — a market historically underserved.
Kimberly Robles, a 2016 USC graduate with a dual major in business administration and economics, and Cecilia Gonzalez, a graduate of the Fashion Institute of Design & Merchandising (FIDM), combined their unique skills to address a glaring gap in the market.
Inspired by tailgate traditions, where students altered standard collegiate apparel into fashionable outfits, they envisioned a brand that offered ready-to-wear, stylish collegiate apparel designed specifically for women.
The idea took root during Robles’ senior year at USC. Observing students repurposing T-shirts into crop tops and skirts due to the unavailability of fashionable options, the duo decided to create a line that merged collegiate spirit with contemporary fashion.
Despite initial resistance from licensing bodies, they began by designing apparel in university colors, avoiding trademarked designs to establish their brand independently.
Cecilia Gonzalez (left) and Kimberly Robles (right) turned an insightful observation at a USC tailgate into a thriving business that redefined collegiate and sports apparel.
Building a Brand
The new company, Hype and Vice, quickly resonated with young, style-conscious consumers. Their debut collection sold well, proving the market demand for their vision. The founders adopted innovative branding strategies to build visibility, including custom tags sewn by hand into their early products to ensure brand recognition. Social media played a crucial role in amplifying their presence, with campaigns that highlighted their unique designs and engaged their target audience.
Strategic placements, like having notable figures wear their designs at high-profile events, helped establish credibility and attract attention. Over time, Hype and Vice secured over 350 licenses, including partnerships with the NBA and MLS, cementing their status as a leader in the women’s sports apparel industry.
Academic Foundations and Key Support
Robles’ academic experiences at USC significantly contributed to Hype and Vice’s growth. Courses like ITP 476: Technologies for Interactive Marketing at the USC Viterbi School of Engineering equipped her with essential digital marketing skills, including SEO, content marketing, and social media strategy. She applied these lessons directly to the brand’s website and social media platforms, driving traffic and engagement.
Early mentorship and funding also played a critical role in Hype and Vice’s success. Mike Lee, a USC Viterbi senior lecturer in the Technology and Applied Computing (TAC) program, provided the founders with $10,000 in seed money during their early stages.
Reflecting on this support, Robles stated: “That $10,000 changed everything. It allowed us to launch at other schools and prepare for inventory, which made all the difference.”
Overcoming Challenges
The road to success wasn’t without obstacles. Robles and Gonzalez faced skepticism and rejection from university licensing teams, who doubted the viability of their concept. They persevered, demonstrating market demand through pop-up sales events at campuses like Arizona State and Tulane. These events sold out, proving the potential of their brand.
Hype and Vice’s breakthrough came when USC agreed to license their products under the condition that the campus bookstore carried them. This pivotal moment opened doors for broader licensing opportunities, allowing the brand to expand into other universities.
Accelerating Growth
To scale their operations, Hype and Vice joined Y Combinator, the prestigious startup accelerator. Initially uncertain about their fit in a tech-centric program, the founders impressed the selection committee with their clear vision and market traction. During the program, they refined their business model, focused on metrics-driven growth and attracted investor interest.
By the end of Y Combinator, Hype and Vice achieved a valuation of $15 million — far exceeding the cohort’s average. This success not only provided funding but also validated their business model, positioning them for significant expansion.
Recognition and Expansion
Inclusion in Forbes’ annual “30 Under 30” list marked a milestone for Robles and Gonzalez. This recognition highlighted their innovative approach and cemented their reputation as leaders in collegiate and sports apparel. The accolade also attracted new partnerships and investor interest, propelling the brand forward.
Hype and Vice’s expansion into professional sports leagues like the NBA and MLS marked the next phase of growth. By securing licenses and presenting their designs to major retailers, they gained access to stadium stores, enhancing the game-day experience for female fans. Plans to enter other leagues, including the NFL and MLB, underscore their ambition to redefine sports apparel for women.
What’s Next for Hype and Vice
Looking ahead, Hype and Vice aims to solidify its presence in professional sports while exploring new opportunities, such as concept stores in stadiums. These stores would offer curated shopping experiences that align with the brand’s ethos, creating a deeper connection with fans.
The brand is also focused on expanding its product lines and enhancing customer engagement through digital marketing and innovative designs. By staying true to their mission of blending style with spirit, Hype and Vice continues to set new standards in sports apparel, proving that niche brands can thrive in major markets.
Published on December 18th, 2024
Last updated on December 23rd, 2024
