Mariana Corella, the pioneering Director of Product Design at Hype and Vice, brings a fresh perspective to collegiate apparel by combining trendsetting styles with licensed university clothing. Mariana’s journey from Costa Rica to the fashion world is a testament to her innovative spirit and dedication to disrupting norms. Armed with a business degree from the University of Southern California and a background steeped in the apparel industry, including stints at renowned companies like Vissla and Rip Curl, she has been instrumental in steering Hype and Vice’s trajectory since joining as the company’s first full-time employee in 2020.
Under Mariana’s leadership, Hype and Vice has executed a remarkable growth trajectory, morphing from a modest startup to a powerhouse, licensed by over 200 prestigious colleges, including Ivy League institutions like Harvard and Yale. The company’s successful seed round fundraising of 1.5 million in late 2019, with investments from notable names like Founders Fund and Kevin Durant’s 35 Ventures, underscores Hype and Vice’s potential in the collegiate apparel landscape.
Breaking stereotypes in a historically male-dominated domain, Hype and Vice has redefined collegiate fashion by introducing new categories, silhouettes, and designs tailored specifically for women. Mariana’s role as Director of Product Design amplifies the company’s commitment to delivering innovative, trend-conscious apparel that resonates with their main audience – college students, incoming scholars, and young alumni. By infusing on-trend styles with university brands, Hype and Vice carves a unique niche in the market, offering a refreshing departure from the conventional, oversized college attire.
Looking ahead, Mariana envisions Hype and Vice expanding its horizons exponentially within the next five years. The company aims to secure partnerships with major professional sports leagues, engage with prominent athletes, and solidify its presence in leading U.S. retailers. This strategic vision aligns with Hype and Vice’s core ethos of revolutionizing collegiate apparel and fostering a sense of community and fandom among its clientele.
In Mariana’s own words, success is a dynamic pursuit that evolves through perseverance, learning, and growth. She views entrepreneurship as a conduit for problem-solving, emphasizing the importance of addressing everyday challenges with innovative solutions. Through Mariana’s leadership, Hype and Vice continues to push the boundaries of conventional collegiate fashion, setting new standards of creativity, inclusivity, and authenticity in the industry.
As Hype and Vice embarks on new ventures, including back-to-school product launches featuring innovative designs and pop-up events at select universities, the company’s commitment to redefining collegiate apparel remains unwavering. The upcoming expansion into professional leagues signals an exciting chapter for Hype and Vice, underlining its relentless drive to innovate and captivate audiences across diverse spheres.
In the ever-evolving landscape of collegiate fashion, Mariana Corella and Hype and Vice stand as shining examples of innovation, empowerment, and creative excellence, poised to shape the future of the industry with their groundbreaking vision and unwavering commitment to reinvention.
[Links:
https://www.hypeandvice.com/
https://www.instagram.com/hypeandvice/
https://www.forbes.com/sites/frederickdaso/2019/11/13/hype–vice-a-y-combinator-collegiate-apparel-startup-raises-15m-from-founders-fund-to-create-womens-sportswear/]
