Hype means nothing has some great, great t-shirts. They all have sport a print of a celebrity such as: President Obama, Jay-Z, Kanye West, Homer Simpsons, Michael Jackson etc. Check them out yourself!
As the company name states, it doesn't mean anything, it's just for the sake of fashion. That's the only thing they do, so they do it and people buy from them... Or maybe it was a popular move from a rapper or something like that, who knows?