Global youth culture publisher Highsnobiety has opened its first Australian office in Sydney, marking its seventh office globally.
With what it says is “a proven appetite from Australian audiences” that has positioned Sydney and Melbourne among Highsnobiety’s top global cities, the publisher is bringing its expertise in youth culture to the market.
At the same time, the lifestyle publisher aims to amplify “the great cultural actors, happenings, and products in Australia on a global platform”.
“Australia has cultivated its own set of style codes which naturally fall on the street and luxury spectrum,” Highsnobiety co-founder and chief executive David Fischer (pictured above) said.
“Sydney and Melbourne are a lot like New York and London.
“All showcase sophisticated youth culture, emphasis on streetwear and hip hop and have populations with a high disposable income for luxury brands.”
Key to Highsnobiety’s Australian strategy is HS+, a creative agency powered by the publisher.
The agency was created in response to the ever-changing media landscape in order to help brands across three pillars: thinking, curating, making.
With work spanning digital and print media, events, strategic partnerships, and custom opportunities, HS+ offers brand partners an opportunity to engage with a niche community propelling youth culture.
This community, coined by Highsnobiety as the ‘Cultural Pioneer,’ are predominantly Gen-Z discerning creators, innovators and curators.
“They are connected global communities who are a sounding board for groundbreaking design, disruptive ideas, and next-level experiences,” Highsnobiety said.
“This consumer group doesn’t simply buy-in to the product, they invest in philosophies, and proliferate engaging ideas down to their peers and followers. The ‘Cultural Pioneer’ are ahead of the curve, influencing the masses, and are an untapped market place for brands.”
Leading Highsnobiety’s Australian expansion is Nicholas Ingate, returning to Australia after ten years abroad in the United States.
“Having lived and worked across Australia, Europe and the US, I am looking forward to coming home, bringing international insights to the market, helping brands think global act local, I will be focusing on strategic partnerships with our brands and Highsnobiety,” Ingate said.