Highsnobiety is expanding. The streetwear-focused online publication and retailer has secured an $8.5 million dollar investment in a funding round led by Felix Capital.
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The global company plans to use the investment increase its content studio, build its live events and arts, and further develop its e-commerce arm.
“The proceeds of this funding round also allow us to do more with our brand partners,” Jeff Carvalho, Highsnobiety’s managing director told WWD.
“A big focus will be on expanding our content production arm, Highsnobiety+, to help brands stay viable and connect with the next generation in impactful ways, launching an exclusive event series, and exploring commerce opportunities that fit within our content.”
Launching in 2005, Highsnobiety was founded in Berlin by David Fischer. Starting out as a sneaker and street-style blog, the outfit has become a fully-fledged lifestyle brand and e-commerce store. Today, it boasts 100 staff across offices in New York, London and Berlin and records 9 million unique monthly visitors on its site.
The latest investment from Felix is the first outside investment for the German site.
“We are delighted to partner with an influential media brand like Highsnobiety, whose fast-growing, global community represents the next generation of trend setters and early adopters,” said Frederic Court, founder and managing partner of Felix Capital.
“Their platform has become a critical hub for emerging trends in art, fashion and culture, and through their content production arm, they’re helping brands connect with today’s youth in ways that drive culture forward. This partnership is a great illustration of our investment thesis; to back founders who are building digital brands that have the potential to impact the world.”
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Felix has recently ramped up its digital lifestyle portfolio. It has invested in online luxury marketplace Farfetch, the fashion industry news site The Business of Fashion, and Gwyneth Paltrow’s lifestyle marketing brand, Goop.