Control of UK fashion brand Hype has been bought by licensing group Apparel Brands for an undisclosed sum.

The company has acquired a 60% stake in Hype, with an option to purchase the remaining 40% from now-minority stakeholder Sarjan Dulai.

The UK kids’ and streetwear brand joins a host of other fashion names within Apparel Brands’ portfolio, which includes Bench, Seafolly, Smith & Jones, Farah, Ed Hardy, and London streetwear brand Nicce.

The Hype deal comes just 18 months after the brand emerged from administration, saving 82 jobs.

Apparel Brands founder and CEO Peter Wood said: “Hype has long been a powerhouse in youth fashion and accessories and we see an incredible opportunity to build on the brand’s legacy. We have a clear focus on becoming the leading brand for kids and families.

“Hype will be at the forefront of fashion that parents and children can rely on—whether it’s for everyday wear, back-to-school essentials, or any other occasion.”

By leveraging Hype’s popularity with younger audiences, Apparel Brands also said it plans to expand its reach to offer “stylish, functional and affordable options… for children, teens and their families”.

Hype chief executive Mike Thompson added: “[Our brand] has always been about bold self-expression, and as we enter this new chapter, we want to bring that spirit to a wider audience. 

“Our vision is to become the go-to brand for families, offering not just fashion, but an entire lifestyle that is fun, accessible, and affordable for everyone. This year’s back-to-school season has been a tremendous success for Hype, and our presence on the high street played a significant role in that. Apparel Brands is eager to build on this momentum, expanding our reach in key retail locations while continuing to grow our presence across online platforms.

“The high street remains a key part of our strategy as we look to strengthen the brand’s accessibility and connection with families.”