From Collector to Curator: How Luke Mok’s Passion for Streetwear Turned Into HYPEPALOOZA

Luke Mok started collecting sneakers during his teenage years. Fast forward to 2026 and he is turning his passion into business in the trendy Brick Lane area. We sat down with him to hear his story and learn what it takes to build an authentic reseller brand in the heart of London.

"I've been buying and collecting sneakers and streetwear for nearly 30 years," he says. The business itself started almost by accident. "I realised I needed to let go of part of my collection, and from there it naturally grew." That was the birth of HYPEPALOOZA in 2014, one of East London's top spots for resale of authentic streetwear. 

Luke never saw streetwear as just a trend. "When I was younger, I spent most of my money on sneakers, streetwear, sportswear, fashion magazines, basketball and hip hop music. It's something I've been obsessed about for decades."

That passion influences every part of his shop. HYPEPALOOZA is rooted in 90s and Y2K street culture, and the aim has always been more than just selling clothes. "We wanted to create a community where people share the same interests and values, while also buying, selling and trading pieces with us."

Trust is the product: How HYPEPALOOZA built a community as a small business

"A lot of the items we buy come directly from people within the community," Luke says. "That connection has always been a key part of the business." It’s a two-way street: the people who buy, sell, and trade with HYPEPALOOZA are also the ones who keep the shop filled with the pieces that matter.

Unlike shops that only follow the latest trends, HYPEPALOOZA sticks to its own style. "We're not always chasing trends. We usually focus on selling the items we personally love, but if new trends match our style and interests, we'll definitely follow them."

"We're not only selling products, but we're also buying and trading items every day," Luke says. "On top of that, we provide authentication services based on more than 20 years of experience in streetwear trading." Luke’s expertise drives trust and engagement beyond the sale, and that same community of collectors, traders and regulars is what brings overseas visitors through the door, drawn as much by Brick Lane's reputation as by Luke's own.

Community is the key element that made Brick Lane stand out when he moved from Hong Kong to London in 2021. "We chose Brick Lane because of its diversity and vibrant character," Luke says. "It's one of London's biggest tourist hotspots, but it's also somewhere that attracts a lot of young and creative people. It seemed like a perfect fit for the brand."

"Zeller makes it much easier for us to track daily and monthly income, which helps a lot with accounting. Having our funds settle overnight is a huge advantage too." – Luke Mok

Local retailer, international audience

Finding the right partners to run their store was essential to best serve their global community. "Overseas customers expect us to accept a wide range of cards, so we needed a payments solution with clear, transparent prices. "In a shop where a single sneaker can run into four figures, slow transactions, unclear costs, and the occasional card that simply wouldn't go through are not minor inconveniences. It's a lost sale and a customer who won't be back. "Speed and reliability are also extremely important. If payments take too long, customers can quickly lose interest or become frustrated, so the card machine needs to work effectively every time." Since switching to the Zeller Terminal 1x, that friction has gone. "The clear display and fast response times improve the customer experience."

Stock that has to keep moving

Another key lesson from his journey, Luke says, is knowing when to let go of stock. "If we hold onto items for too long, it can affect cash flow, so sometimes we need to sell products at a loss to keep the business moving."

That's precisely why settlement speed matters so much. Overnight settlements were another deciding factor to switch to Zeller. When stock decisions are made daily, having Saturday's takings available by Sunday morning, rather than sitting in transit, makes a real difference to what Luke can buy next. And so are real-time reports. "It makes it much easier for us to track daily and monthly income, which also helps a lot with accounting," Luke says.

For a brand that cares about style, every small detail counts. Luke has customised his receipts and the terminal's screensaver, so his Zeller card machine feels like part of their brand identity — not just something added at the counter.

Meet your new favourite payments provider

Zeller’s all-in-one payments and POS solution gives you the reliability, visibility, and connectivity you need to take payments and manage sales at scale.

Learn more