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30 under 30: Liam Green

Co-founder, Hype, aged 20

Liam Green

Liam Green

“Only your best is good enough, and if it’s not your best, then it’s not good enough,” says Liam Green’s mother, from whom he has received the best piece of advice. “Such a simple saying, but I think it’s very important when running a brand,” says Green. “Image is everything and it’s never good to damage that by releasing sub-standard product.”

Still just 20 years old, and having only launched streetwear brand Hype in 2012, Green’s success has been phenomenal. The brand, which first caught Drapers’ attention at Berlin trade show Bright in January 2013, is now stocked in more than 300 stores worldwide, with UK stockists including Footasylum, Topman, Asos and Topshop.

“I started off designing flyers as a way of earning some money at the age of 16. I managed to meet two individuals who organised events and happened to share an office with another person who was involved in high street clothing design,” Green explains. “By lingering around their office for a while I managed to blag myself a job, and after working there for a year, I met [Hype co-founder] Aiden Lennox. After two years of sleepless nights and copious amounts of rum we got where we are now.”

The rest, as they say, is history.

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