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Highsnobiety Goes Mainstream With Merch in Selfridges Collaboration

German streetwear authority Highsnobiety is taking its sartorial musings mainstream through a new partnership with London’s Selfridges.

The fashion and culture blog announced a long-term working relationship with the popular U.K. department store on Thursday. Set to launch Jan. 6, The Co.Lab, a new retail space set in Selfridges’ Corner Shop, will feature a rotating roster of exclusive product drops and collaborations, set to change weekly.

“This partnership was a natural fit, as Highsnobiety is leading the way for a new type of storytelling and digital curation of products, while Selfridges truly understands how to curate and tell stories within a physical space,” David Fischer, CEO and co-founder of Highsnobiety, said.

Fischer, who founded his fashion, lifestyle and culture blog in 2005, said he hoped this latest venture would “challenge the way our audience interacts with unique collaborations and prestige brands.”

Since its inception 15 years ago, Highsnobiety has become one of the preeminent destinations for sneakerheads and streetwear fanatics seeking to keep abreast of the hottest, most hyped launches. Now, the site’s collective curatorial eye will be brought to physical retail, complete with experiential elements that draw shoppers in by appealing to multiple senses.

Selfridges’ executive buying and merchandising director, Sebastian Manes, said the collaboration represents a first for the store chain.

“Highsnobiety’s unique position as a cultural aggregator and authority and its multi-platform, multi-disciplinary approach has unlocked the next-level of brand collaboration,” he explained. Consumers will engage with the space and the products through digital and social elements, film and art.

The partnership’s first product drop will be a collection of Highsnobiety merchandise commemorating the documentary, Colette, Mon Amour. The film, which was released in Dec. 2017, chronicles the final days of the famous Paris concept store, which shuttered its doors after two decades of business. It features reflections from fashion icons and streetwear enthusiasts like Pharrell Williams, Virgil Abloh and Kanye West.

Throughout the month of January, other releases will grace The Co.Lab floor, from Matthew Williams’ ALYX x B&O, Sotheby’s, and Maison Margiela. All products will available for purchase both in-store and at the Highsnobiety Shop online.