About Us

Hidden Hype was founded in 2011 by Rami Tannous in San Jose, California for those with a passion for fashion. Rami’s vision was to create a brand that represented positivity, culture, and roots for those who still love the chase. Quality, integrity, and staying true to the brand is what’s most important. Hidden Hype stands by these traits!

The great vibes of streetwear from different cities is the inspiration behind Hidden Hype. We’re proud to be the go-to shop for Bay Area clothing. From that hard to find Kappa hoodie, Ice Cream jeans, and more, we got the drop on exclusives. The passion and pride within the clothing industry has made Rami even more driven. Being in the fashion business for over 10 years prior to launching Hidden Hype, Rami knew his love for streetwear was forever. In 2011, Rami set off to pursue his dream and dropped the first Hidden Hype collection from his apartment. His new line quickly grew through internet buzz, which soon led to his retail flagship boutique in The Bay Area.

Hidden Hype is internationally recognized by its meaningful logo as well as its iconic patterns. The Hidden Hype “H Camo” pattern is an original camo featuring many different variations of the letter “H”. The Hidden Hype “H Paisley” features the hourglass and “H Leaf” throughout the pattern.

In addition, Hidden Hype’s focus is on unique concepts that have creative depth. Throughout each collection, you will notice pieces that have a double-meaning. Whether it’s a hidden message or a hidden pocket/zipper, each piece is created with extensive thought, creativity, and originality while staying true to our HH roots.

Our love for footwear and fashion, mixed with the huge buzz of Hidden Hype created the birth of our boutique. Hidden Hype’s flagship location opened in 2014 and is now recognized as a premier boutique in The Bay Area. When visiting a Hidden Hype Boutique, we want to provide you with a unique experience that is unparalleled in street wear retail shopping.

Moreover, we raise the bar in product, customer service, lifestyle, and appeal. Whether you’re shopping for Cookies hoodies, Billionaire Boys Club jeans, Cookies beanies, Yeezy slippers, Kappa clothing, or more, of today’s latest fashion, we have a wide selection to keep you stylish from head to toe!

Not only do we provide the freshest streetwear clothing, we also carry the latest in fashion footwear! From exclusive Jordan’s, Yeezys boots, custom Yeezy slides, Nike’s, and more, we have it all. We are also a full consignment store, so if you are looking for that rare pair, we most likely will have it. Our consignment rate is the best at 90/10. Come drop off or purchase a pair today!

Visit our YouTube channel for the inside scoop on new arrivals, product reviews, unboxing, Bay Area clothing news, giveaways, and more. Subscribe to stay in the loop!