After reading Highsnobiety's book, can you understand street fashion?

On September 17, the trend website Highsnobiety began selling its first publication, Incomplete Highsnobiety Street Fashion and Cultural Guide, published by the German visual culture publishing house Gestalten, priced at 60 euros (about 483 yuan). This book supports trials and buys, and you can try three chapters.

The Incomplete Highsnobiety Street Fashion and Cultural Guide focuses on how young sports and music from around the world penetrate high fashion and influence designers. The book also records the history of brands such as Supreme, COMME des GAR?ONS, Kaws and Stussy, and famous designers such as Tom Sachs, Virgil Abloh, Kanye West and A$AP Rocky.

In addition, Nike CEO Mark Parker interviewed about the Internet-affected sports shoes culture theme, the history of the outdoor sports brand Patagonia, the process of interpreting hip-hop culture and street culture from integration to parallel development, and the important brands of the past decade. Close observation, current major trends and so on.

To celebrate the publication of this book, Highsnobiety will hold book fairs and music events in London, New York, Berlin and Los Angeles.

“Highsnobiety has been in existence for 13 years. We have been paying attention to the trend of street fashion and street fashion, but in fact it is more than fashion, but to observe the product from a unique perspective,” said Jeff Carvalho, general manager of Highsnobiety North America. “Many people Think of Highsnobiety as a way of life and culture, but it's actually more than that."

In 2005, Highsnobiety was founded in Germany and currently has offices in New York, Berlin and London. It mainly publishes information such as trend trends, trend culture and trend new products. The site has been relatively stable and has achieved profitability since its inception, with revenue growth exceeding 100% in the past three years.

In the A round of financing in early 2018, Highsnobiety received a total investment of $8.5 million from London-based venture capital firm Felix Capital. It is reported that these funds will be used for content production, e-commerce and events. It seems that the publication of books is part of the use of funds, and in the future, Highsnobiety will continue to run the publications project.

Carvalho believes that now is a good time to publish a book. “Large luxury companies and groups are trying to understand what young people like and what they are interested in.” Street fashion actually began to appear in the 1950s and 1960s, rather than it’s about fashion, it’s about people wearing these clothes. The mentality that they are pursuing may be brands and commodities that the masses and traditional markets cannot agree with. "Interestingly, there are more and more people today," he said.

In preparation for the "Incomplete Highsnobiety Street Fashion and Cultural Guide," Highsnobiety spent nearly a year. The next book may narrow the content, discuss more specific trends, and there will be stickers and other derivatives.

“There is a bit of a bad thing about the digital world. Information is updated too fast,” Carvalho said. “The speed of fashion change is unprecedented now, and consumption is happening faster. Social media can prove this.” Therefore, Highsnobiety In the next book, I will try some ways to keep digital information longer.