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April 23, 2026

The Weekly Brief

Winter in May: The Epic Rollout of Drake’s ‘ICEMAN’

☀️ The Summer Thaw Begins: Drake kicked off the cinematic album campaign with branded ice trucks, cryptic livestreams, and cross-pond collaborations.

💎 Diamonds, Anti-Heroes, and Cryptic Lore: The aesthetic plunged into a deep freeze with a diamond-encrusted icebox chain, sports legends nods, and a gritty OVO x Marvel capsule collection.

🧊 Shattering the Ice Pyramid: An elaborate hometown scavenger hunt atop a massive ice sculpture finally rewarded fans with the highly-anticipated May 15 release date of 'ICEMAN.'

Timeless Flexes and Desk Trophies: The Best of Watches and Wonders Geneva 2026

💯 Rolex Celebrates a Century of Waterproof Mastery: The Crown honors the 1926 Oyster with a subtle "100 years" dial inscription and a striking sunray slate-gray finish on the new Oyster Perpetual 41.

🕰️ Patek Philippe Reimagines the Nautilus as the Ultimate Desk Flex: Skipping the traditional wristwatch route for the iconic silhouette's 50th anniversary, Patek Philippe debuted a white-gold desk clock limited to just 100 pieces.

✨ Avant-Garde Architectures from Cartier and Ulysse Nardin: While Cartier’s Privé Crash Skeleton transforms its very movement into a mind-bending openworked dial, Ulysse Nardin’s 25th-anniversary [Super] Freak defies convention with the world's first automatic double tourbillon carousel.

Hypegolf and POST ARCHIVE FACTION (PAF) Rethink the Fairway for SS26

⛳️ Experimental Design Meets the Golf Course: The third seasonal collaboration introduces bold asymmetry and off-center plackets to classic golf silhouettes.

🏌🏼‍♂️ Built for Movement and Performance: Utilizing ultra-lightweight technical fabrics and waffle-knit mid-layers, the collection's strategic seam lines are engineered to follow the body's natural golf swing.

👕 Available Exclusively via HBX: Arriving in a sleek color palette of slate greys and blacks, the latest Hypegolf x PAF capsule is officially available to shop now.

Your Fashion Briefing This Week

🔎 Shoes got weird. Bieber recycled. Yohji delivered.

👀 "Croissant feet🥐🥐🥐😂😂" — @sher.ibraim on Maison Margiela's Future sneaker with padded panels cross over the foot in one continuous, almost woven motion, locking everything in without the usual lace setup.⁠

🩴 You Say Havaianas, We Say JJJJound: JJJJound has officially teased an upcoming all-black flip flop just in time for the shifting seasons.

♻️ "Should have been ‘REpurposeD’" — @danielpcarter on Justin Bieber's Coachella merch leans into those same 'Purpose' tour graphics he was pushing in 2016 to 2017.

🖤 Nonconformists by Nature: Y’s Yohji Yamamoto designed aesop’s Milan Design Week uniform, featuring minimalist black jackets.

🏇 "Can we address the Ralph Lauren tat 😂" — @colinnokaep on the first visuals surfaced for the Awake x Air Jordan 6, which may be the loudest AJ6 of 2026.⁠

Across the Board

Hypeart Sony’s 2026 Picks for the World’s Best Photos

Hypeform Snøhetta and USM’s Milan Installation Oozes Inflatables

Hypegolf Golf Is What Tom Holland and LeBron James Have In Common

Hypedrive Hiroshi Fujiwara Unveils Extremely Rare "Desert Sand" Brabus x DAB Motors Urban E

Hypemaps The Listening Bars in Tokyo That Focus on Experience

Hypetrak Gap Is a Real Music Fan

Upcoming Drops

🏃 April 23, 2026: New Balance 991v2 “London Marathon”

🧢 April 24, 2026: John Geiger “Misplaced Series” NFL Lids Collection

🎧 April 24, 2026: JENNIE x Beats “Onyx Black” Solo 4 Headphones

⚾ April 25, 2026: MLB x Undefeated x Converse Chuck 70 “LA Dodgers”

🌳 April 25, 2026: Mizuno WAVE MUJIN LS MID GTX nonnative

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Preview

The Weekly Brief

Winter in May: The Epic Rollout of Drake’s ‘ICEMAN’

Timeless Flexes and Desk Trophies: The Best of Watches and Wonders Geneva 2026

Hypegolf and POST ARCHIVE FACTION (PAF) Rethink the Fairway for SS26

Your Fashion Briefing This Week

Across the Board

Upcoming Drops

Download the Hype App

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