Hypetrade
Co-Owner
Copenhagen's First Consignment Store
In 2014, the European footwear landscape was remarkably different than that of today. For a decade, sneaker drops has caused local and international stir, with brands like Adidas, Asics, and Nike creating continous buzz with their releases. The culture around footwear was in other words established, but resale had yet to settle in at full force.
It was during this time that Hypetrade was conceived. A consignment-led concept store that gave Copenhagen locals an easy go-to for selling old sneakers. A concept not built on resale, but on the service of bringing old stored sneakers into a new round of rotation.
The first store opened on Møllegade at Nørrebro in January 2015 - with an utterly limited budget, the stores bread and butter became the participatory nature of the concept in which stock was sustained not by buying, but through a commission-on-sales principle.
Following a rocky start, Hypetrade became a unique and coveted contribution on the Copenhagen footwear scene. Growing attention and traffic led to the opening of a bigger store at Badstuestræde in December 2015.
I left the project in the summer of 2016 to shift my focus away from footwear.
A third store was opened in Århus in 2016.
Hypetrade closed in May 2019.