Name: Luke ‘Crane’ Russell

Hype Role: Senior designer/ Full-time diva

How long have you worked @ Hype for? 4 years, O.G

Tell ‘em about you:

6ft 4, 20/20 vision, luscious locks with small feet, but we can overlook that. Cue the Tinder profile; I’m a happy go lucky lad, average looks with a great personality.

Growing up I knew I wanted to work somewhere where I could express my creativity. I went on to study Graphic Design at DE Montfort University, where I received two degrees. One in Graphic Design and the other for being a LAD. If you couldn’t find me at the front row of a seminar, I was down the SU, knocking back those 2-4-1 jägers on a Wednesday.

My life motto: Started from the paper round, the North Devon Gazette to be precise, now we here.

Best thing about your job?

The creativity, I gather all my thoughts and let the magic happen. I also love the diversity, I’m never just stuck to doing one thing. I’ll be working on editorials, clothing graphics and prints, shop fits and events. It keeps me on my toes to say the least.

Oh, and the Jäger dispenser behind my desk #JägerOverAqua

Style tip?

If you’ve got a small head like me and struggle to find a hat that fit’s your head, head to the women’s department.

Key crazes for AW17: 

Sherpa Winter is coming. Slip our Sherpa hood over your head and you’re good to go.
This is definitely the comfiest and most unusual fabric we’ve used. I bet you’ll be seeing it a lot this Autumn Winter.

Monochrome You can’t go wrong with black and white, tailor these basics to suit your style.

Embroidery
It’s all in the detail. You’ll notice a lot of pieces from our AW17 collection with embroidery, where we’ve focused a lot on giving you different textures.