Hype and Vice

Hype and Vice is a Los Angeles-based apparel company founded in 2016 by Cecilia Gonzalez and Kimberly Robles. The company specializes in officially licensed women’s sports and collegiate fashion, focusing on stylish designs that appeal to female fans of college sports, the NBA, and MLS. With a team of 30 employees, Hype and Vice aims to provide trendy alternatives to traditional sports apparel. The company offers custom-made apparel to reduce waste and ensure a diverse fit. They hold over 350 licenses, allowing them to feature official branding from universities and professional sports leagues. Their product range includes college wear, NBA and MLS fanwear, and fashion-forward styles designed for game days and casual outings. Hype and Vice targets women aged 18–35, emphasizing comfort and versatility in their clothing. They engage customers through social media campaigns and pop-up events, building brand loyalty within the sports community.