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 and Hidden Hype stands by these traits. The great vibes of street wear from different cities was something that inspired the creation of Hidden Hype. The passion and pride everyone takes in this industry has made Rami even more driven. Being in the fashion industry for over 10 years prior to launching Hidden Hype, Rami knew his love was for street wear was forever and wanted to pursue his dreams. In 2011, Rami dropped the first Hidden Hype collection in his apartment building and grew the brand into having a strong internet buzz and a retail flagship boutique in the bay area.