Nearly 20 years have passed since David Fischer started highsnobiety.com in a Berlin office in 2005. Birthed in a time before social media, when blogs, obscure print magazines, even more obscure forums and word of mouth were what kept fashion and sneaker aficionados in the loop, Highsnobiety made sure to bring the hottest news from the world of fashion into every household connected to the world wide web. And that has not changed.
Having stayed one of the most important platforms for nearly two decades is an achievement in itself, but why stop when you already changed the face of fashion journalism?
THE BRAND EXPANDS
In 2010 Highsnobiety started its quarterly print magazine, setting foot out of the digital realm back into the physical world of publishing.
After becoming the go-to hub of information for street fashion it only made sense to step into retail, so the Highsnobiety Store – a multi-brand online fashion and lifestyle store – was launched in 2019. The release of their own apparel soon followed in 2021. Headed by designers coming from some of the biggest brands of the industry, their releases bring excitement with every drop. But what can come next?
The first approach to bring the Highsnobiety buying experience into brick-and-mortar came the same year when Gate Zero, Highsnobiety’s travel retail concept opened its first location at Zurich International Airport. A dependence at Copenhagen International Airport followed.
THE NEW STORE
And now walking down Unter den Linden – one of Berlin’s most historical streets that also is backdrop to icons of the German capital such as the Brandenburg Gate or the Adlon Hotel – one can not miss the new Highsnobiety store.
Now located in Highsnobiety’s hometown. They went home. And they also went big. How big you might ask?
The space has an astonishing size of 550-square-meter and by its sheer scale it’s already destined to be more than your usual retail experience – it’s poised to redefine it. The build-up in itself can be seen as a testament to their commitment to innovation.
THE CURATION
Curated by an experienced team of buyers headed by industry heavyweight Herbert Hoffmann the new store instantly welcomes the visitor to dive into an array of products ranging from fashion to cosmetics to home and tech goods to print publishings. Of course you can also get the newest issue of Highsnobiety’s magazine here.
Brands like Acronym, Fucking Awesome, Jil Sander, Mani, Jean Paul Gaultier, Lemaire and Stone Island are stocked. It’s the embodiment of the “new luxury culture“ that combines high fashion with streetwear that was without a doubt shaped by Highsnobiety over the last 19 years.
Talks about upcoming events with Carhartt WIP and Gustav Westmann are already making the rounds, so we can be sure to see many interesting events and exclusive product releases taking place at Unter den Linden 40 in the coming months.
The opening of the Highsnobiety Berlin Store is by all means a milestone not only for the media powerhouse themselves, but for the culture that might be called streetwear but actually is so much more. This store understands that and will surely become one the Berlin’s newest cultural hotspots.
The Highsnobiety store is located in Unter den Linden 40, 10117 Berlin.
*Images by courtesy of Highsnobiety and author
