My inspiration for Stereohype was rooted in the fun experience of early 2000's Y2K culture because it married into the message of the brand. Alt clothing and subcultures bloomed during the days of early internet, as did both positive and negative stereotypes and judgements on the growing scene. Through my interviews, I discovered that a lot of people categorized three main groups: a femme person, a masc person, and an androgynous person. I created characters called the Typecast, consisting of Sunny, Malik, and Archie, to reflect these stereotypes. The brand includes the Typecast figures in a blind box with a small mini fold-out booklet inside. A campy CD jewel case includes a booklet as well as take-away merch. The Stereohype "What's In Ur Closet" dress up game invites people to dress a character like how they want to and share it on social media. Takeaways and items like beaded key chains, hoodies, t-shirts, and Tamagotchi inspired charms further emphasize the Y2K inspiration. Social media, infographic posters, and a website also serve to connect the audience with the message of the brand.

Misun Rollo