About Us

Hype Kills was created in 2015 by Dennis Vargas Jr., a designer and creative director from New York City. Raised in Manhattan by an African-American mother and an Ecuadorian father, Dennis grew up surrounded by music, art, sneakers, and the streetwear culture that shaped the early 2000s.

A 2006 trip to Los Angeles with his father shifted everything. From hidden sneaker shops to underground streetwear, those coast-to-coast journeys became a bond between father and son — and the spark that lit his vision. Back in NYC, that energy grew into Hype Kills: a brand built on culture, authenticity, and pushing past limits.

Grounded in his multicultural upbringing and fueled by the competitive drive of the basketball court, Dennis created Hype Kills not just as clothing, but as a mindset: be better than yesterday, master your craft, and never let hype define you.

hype·kills [hīp-kils] 

noun

1. An attitude that prioritizes authenticity and individuality over blindly following fleeting trends or fads. This applies to fashion, music, cultural consumption, and sports — valuing genuine passion and personal connection over popular trends.

2. Don’t believe the hype