How Hype And Vice Is Revolutionizing Women's Sports Apparel

In 2015, a revelatory moment unfolded at a college tailgate at USC. The atmosphere was electric, filled with excitement and anticipation. Yet, amidst the spirited crowd, there was a glaring issue: every woman was wearing men's t-shirts, hastily altered to fit. This was a clear signal that the women's sports apparel market was lagging behind, effectively ignoring a substantial customer base. Enter Cecilia Gonzalez and Kimberly Robles, two students ready to disrupt the status quo and create a brand that truly catered to women sports fans.

With a mission in mind, Gonzalez and Robles launched Hype and Vice, a brand dedicated to providing stylish and comfortable sports apparel for women. Their journey was not just about creating clothing; it was about challenging the outdated perceptions of women in sports. They were determined to show that women deserve better than what the industry had offered them for so long.

As they embarked on this venture, they encountered countless late nights, numerous coffee runs, and a relentless drive to reject the notion that "that's just how it is." What started as a lightbulb moment transformed into a full-fledged fashion line that resonated with women everywhere, proving that change is possible when you are passionate and determined!

The Lightbulb Moment

Picture this: a bustling college tailgate at USC. The air’s thick with excitement, but something’s off. Every woman in sight is sporting a men’s t-shirt, hacked and slashed to fit. It’s 2015, and the women’s sports apparel market is stuck in the Stone Age. Enter Cecilia Gonzalez and Kimberly Robles, two students about to flip the script on an industry that’s been snoozing on half its customer base.

“We were shocked,” Gonzalez recalls. “Women made up most of the student body, yet 90% of the gear in the bookstore was for men. We knew we had to do something.”

That “something” became Hype and Vice, a brand born in a dorm room with a simple mission: give women sports fans the stylish, comfy gear they deserve. But how do you go from a lightbulb moment to a full-fledged fashion line? Spoiler alert: it involves a lot of coffee, late nights, and a stubborn refusal to accept “that’s just how it’s always been” as an answer!

From Fans to Founders

For Gonzalez and Robles, it was all about walking the walk. “We were our own customers,” they explain. “We loved sports and fashion, and we felt the same frustration as other women trying to find something cool to wear to support their teams.”

This first-hand experience gave them a unique edge. They weren’t just guessing what women wanted – they were living it. Late nights in their dorm room turned into impromptu design sessions. Sketches became prototypes, and prototypes became the first Hype and Vice collection.

“We figured if we could make something we’d actually want to wear, other women would too.”

Making Waves in the College Scene

Starting with collegiate wear, Hype and Vice quickly caught the eye of fashion-forward sports fans. Their secret? Designs that capture the spirit of gameday, made with materials that can handle hours of cheering in the stands, ready for anything a rowdy matchday could throw at them.

Word spread fast across campuses. Suddenly, women had options beyond the usual baggy tees and ill-fitting jerseys. Hype and Vice offered a fresh take on team spirit – one that didn’t compromise on style or comfort.

“We had women telling us they finally felt properly represented in the stadium,” Gonzalez says. “It was as simple as offering clothes that actually fit and reflected their style.”

Going Pro: NBA & MLS Join The Party

But why stop at college? The NBA and MLS soon came calling, and Hype and Vice answered. “We saw the same issues in pro sports,” Gonzalez notes. “Women everywhere deserve trendy, comfortable options to rep their teams.”

This expansion wasn’t just about growing the business. It was about addressing a need that spanned all levels of sports fandom. From college hoops to professional soccer, women were looking for apparel that spoke to their passion for the game and their sense of style.

“We’re addressing a longstanding issue in sports,” Robles explains. “Women have been passionate sports fans for generations, but the apparel industry has been slow to catch up. We’re changing that.”

Beyond Gameday: Everyday Fandom

Today, Hype and Vice offers everything from gameday looks to everyday wear and accessories. Want to sport your team colors while grabbing coffee or lounging at home? They’ve got you covered.

“We realized that being a fan isn’t just about gameday,” Gonzalez says. “It’s a part of who you are, every day. So we created pieces that let you show your team pride, whether you’re at the stadium or the grocery store. And you’re gonna look cute too.”

Turning Heads In The Industry

The brand’s success hasn’t gone unnoticed. A spot on the Forbes 30 Under 30 list and attention from big-name investors have cemented Hype and Vice’s status as a rising star in the sports apparel world.

But for these two founders, these accolades are just confirmation of what they already knew: women were hungry for a change in sports fashion. “It’s validating to see the industry recognize what we’ve been saying all along,” they admit. “But the real reward is seeing women feel confident and stylish in our gear. That, and proving wrong everyone who said, ‘But women