If you’re an avid browser of the SNKRDUNK website, including our Magazine, you may have come across the term “HYPE DROP” somewhere, perhaps in the SEVESKIG x EVANGELION release article. If so, you might be wondering what exactly HYPE DROP is and how it differs from the main SNKRDUNK platform.

What Is HYPE DROP?

Simply put, HYPE DROP is a service initiated by SNKRDUNK and overseen by Creative Director NEO, offering curated products from both domestic and international brands.

Unlike the main SNKRDUNK marketplace, where users engage in buying and selling sneakers and streetwear products, items available through HYPE DROP are sourced directly from the brands. This allows us to provide comprehensive information about the products, including dimensions, materials, and brand concepts.

Additionally, these products are accompanied by various content pieces, such as original campaign shots and others.

HYPE DROP aims to foster global fashion creativity through the release of exclusive and limited edition items, often in collaboration with select Japanese brands or artists. Past releases include partnerships with #FR2, BILLIONAIRE BOYS CLUB, BT21 x fragment, and more.

Connecting various fields such as fashion, art, music, and more, it has evolved into a concept store operating both online and as a physical location in Shinjuku, Tokyo.

“While HYPE DROP shares a common goal with SNKRDUNK—creating a marketplace that captures global excitement—we believe it might be even more tangible due to our focus on offering hype items unique to us, just as the name suggests.” – HYPE DROP Creative Director, NEO

Originally launched domestically, HYPE DROP has expanded its reach through the SNKRDUNK App, now offering international users the chance to shop for its exclusive items.

HYPE DROP Shinjuku Store

Address: Japan, 160-0021 Tokyo, Shinjuku City, Kabukicho, 1 Chome−1−17, Equinia Shinjuku, 1F

*2-min walk from Shinjuku-sanchome Station | 3-min walk from Shinjuku Station | 5-min walk from Shinjuku-nishiguchi Station

Operating Hours: 11AM–8PM (JST)
Contact: +81 3-6233-8280

Instagram: @hypedrop_jp