Hypecult Launches in Paris Igniting Paris Fashion Week with Exclusive Performances and Curated Streetwear
The launch of Hypecult, a new streetwear e-commerce site, was recently celebrated with a dynamic event in Paris. French rapper Aupinard, sporting a Hypecult T-shirt, delivered a captivating performance that fused R&B rhythms with bossa nova sounds. The setting, a former industrial workshop in the city’s 11th arrondissement transformed into a vibrant events venue, proved ideal for gathering Parisian urban-culture influencers, key personalities, and representatives from various brands, all united to mark this significant debut.
The core concept of Hypecult was brought to life through a live site launch at 7:30 pm, complemented by an immersive scenography crafted by the creative agency Wave. This showcase highlighted an expertly curated selection of on-trend footwear and apparel from renowned brands such as Clarks, New Balance, Saucony, Puma, Adidas, and Dr. Martens, giving attendees a tangible preview of the platform's aesthetic and offerings.
Hypecult is the brainchild of e-tailer Spartoo, which had previously announced its plans for this September launch earlier in the year. Boris Saragaglia, CEO of Spartoo, expressed immense pride in the venture, stating that Hypecult is specifically designed to appeal to 18-35-year-olds, with a particular emphasis on attracting young women. He also highlighted the collaborative effort with specialized agencies and the overwhelmingly positive feedback received from most brands, noting strong support from industry giants like Adidas and New Balance.
Hypecult enters a highly competitive market currently dominated by established brick-and-mortar giants like JD Sports, Foot Locker, and Courir, alongside a vibrant ecosystem of independent multi-brand retailers. Despite this challenging landscape, the new platform aims to carve out its unique niche.
At its inauguration, Hypecult presented an extensive catalog featuring approximately fifty brands and over a thousand products. The initial selection includes prominent names in ready-to-wear and footwear, such as Adidas, New Balance, Asics, Saucony, Patagonia, Levi’s, Hoff, Lacoste, Dickies, Daily Paper, Barbour, and New Era. Saragaglia emphasized that while many partners have broad offerings, Hypecult's selection is meticulously curated. For instance, in sneakers, the site provides access to Tier 1 and Tier 2 assortments, showcasing more fashion-forward and trend-led models distinct from Spartoo’s existing range. The platform also plans to progressively introduce a wider array of niche but popular streetwear brands, with Edwin, Champion, Minimum, Bisous Skateboard, Gramicci, and Homecore collections slated for upcoming release.
Regarding its user experience (UX), Hypecult adheres to established sector conventions in its typography, color palettes, brand visuals, films, and overall architectural design. A significant focus has been placed on rich editorial content to engage its target audience. While the Spartoo name is intentionally absent from the Hypecult site, the new entrant is committed to establishing its legitimacy within the streetwear domain. Boris Saragaglia pointed out that while many generalist fashion pure players exist, there is a less saturated space available, particularly within women’s streetwear products, offering a strategic advantage.
The market has seen some shifts, with setbacks experienced by sites specializing in limited-edition sneakers freeing up certain e-commerce spaces. However, Hypecult faces a crowded field of specialist multi-brand retailers across France, each with their own tightly curated online selections. To succeed, Hypecult must effectively differentiate itself from established Parisian players like Starcow and Shinzo, as well as SNS (which also operates a Paris store), and online entities such as Marseille-based Hype, The Hype in Amiens, and Hype-Shoes, with boutiques in Nice and Cannes.
Spartoo’s co-founder remains undeterred by the competitive landscape, expressing immense optimism. "I see even greater potential than for Spartoo," he remarked, underscoring the importance of Hypecult taking the necessary time to firmly embed itself within the streetwear community. For the Grenoble-based company, which is set to announce its quarterly results, this strategic expansion holds significant weight. Amidst a general slowdown in online activity, Spartoo recognizes that its long-standing customer base, primarily women and families, is increasingly affected by current consumer budget constraints. By diversifying its customer profiles through targeted propositions like Hypecult, while consistently maintaining its high level of service (including free delivery and returns, payment in installments, and robust customer service), Spartoo aims to unlock new avenues for growth and effectively mitigate existing business risks.
