Fly53 at Hype For men’s streetwear with a bit of nous, Fly53 is the brand for you. Yes, you can believe the Hype. At Hype, you’ll find the edgiest, the coolest, and the latest streetwear brands under one virtual roof. Which is why we’re proud to present Fly53. Fly53 has been dubbed the ‘intelligent’ men’s streetwear brand. Unlike other clothing brands, it’s a fiercely independent label that knows its own mind. Fly53: Join the Resistance Fly53 began life in 1994 ‘dragged screaming and punching’ and immediately made their presence felt. As well as making the clothes, Fly53 put their clothes onto the backs of actors and made their own mini movies to market the brand. The British fashion label that operates in rural England teamed up with The Wade Brothers to make their second film: The Resistance. Iconic Looks Fly53’s The Resistance is a compelling five minute film pitched as a ‘weird love story’ set in an anonymous apocalyptic city. Film maker Lyndon Wade said he wanted to capture Fly53’s attitude. Fly53 may be British but they somehow manage to capture an American allure: “The clothes had a certain militant, American, iconic kind of feel. So we were going for that kind of ‘fight’ mentality – something big has happened; this couple is running and passionate.” Anti-establishment And Fly53 are always tapping into a unique iconic look. The Spring and Summer 2010 Fly53 collections feature another theme fit for the clued up male: The Slacker. The Slacker generation is all about tapping into a counterculture and refusing to tow the mainstream line (check Richard Linklater’s movie, Slackers). The look has its roots in the Grunge scene of the nineties, but crosses over into bikers, lazy college students and anoraks. Slackers are all about anti-materialism expressing apathy to the traditional goals of job, marriage and mortgage. It fits then that Fly53 film’s The Resistance ties into the idea that Fly53 see themselves as ‘the outfitters for the resistance not the establishment.’ Fly53: Believe the Hype As well as the slacker-style, Fly53’s collections offer rock and roll attitude turned up a few notches. You’ll find a range of gear that offer a touch of the refined gentleman mixed with a streetwear savvy. Shop online at Hype for Fly53.