Brief

Hype DF is a 2.5m fashion store to open in London’s High Street Kensington in October. The DF stands for Designer Forum. The interiors and architecture consultant is Crampin & Pring, and The Crocodile Company is creating graphics. Hype DF appears to be an upmarket version of London’s late, great fashion outlet Hyper Hyper, recently retired by Loren Gordon, founder of both stores. Gordon is emphatic that Hype DF will be ‘totally different’, despite a decision to sell clothes designed by many of the same people previously stocked at Hyper Hyper. Crampin & Pring designer Stefan Zalewski says that ‘Hyper Hyper felt like a market, whereas Hype DF will be unified by its interiors and a really smart restaurant’.