Dazed collaborates with HEAT to launch a streetwear mystery box
Following on from HEAT’s success in the launch of its world-first luxury fashion mystery boxes in 2019, founders Joe Wilkinson and Mario Maher have teamed up with Dazed to launch an Italian streetwear iteration mystery box.
Launching 31 October to celebrate Dazed's 31st anniversary, HEAT's latest edit includes not only fashion but also beauty products ranging from current covetable brands, Casablanca and Lexxola as well as skincare by Dr. Barbara Sturm and Byredo fragrances.
HEAT's mystery box concept allows high-end brands to monetise unsold inventory from over 80 brands by creating hype around surprises in store for the recipients. Dazed described the box as: ‘Sustainable, luxury streetwear now comes in neatly packed boxes, delivered to your door’.
Since its inception, UK-based HEAT continues to rapidly expand, selling over 20,000 boxes in the last two years. The company, which has over 620,000 Instagram followers, secured £4.4 million ($5 million) in seed investments earlier this year from LVMH Group, venture capital firm Antler and angel investors including the Hermès family and Spotify’s Sven Ahrens. The investment will help the company expand its network in Europe and the US.
Julie Bercovy, Founder of LVMH Luxury Ventures told Vogue Business: “We are very impressed by the ability of Joe and the team to build such a robust and wide fan base in a short time frame. The loyalty and enthusiasm of the HEAT community demonstrates the relevance of this approach and the desirability of HEAT's curation.”