The appeal of the unknown has always been a captivating force. Just think back to those carefree primary school days and the intense anticipation of opening a trading card booster pack just to see which holographic wonders lie behind that flimsy packaging. Innovative London-based brand and e-commerce platform HEAT builds on this nostalgia with its designer mystery boxes. Taking things to the next level, HEAT is introducing its SUPERBRANDS box to its growing lineup. Touted as the first-of-its kind mystery box, the latest addition to the revolutionary e-commerce platform has curated grails from the world's most revered luxury labels, including Givenchy, Prada and Bottega Veneta.
Founded in 2019 by Joe Wilkinson and Mario Maher, HEAT quickly garnered the attention of Gen Z with the introduction of its HEATBOX, offering seasonless ready-to-wear and accessories. Since then, HEAT has introduced its STREETWEAR and CONTEMPORARY boxes, which quickly sold out after release with its careful curation of grails from brands like Off-White, Palm Angels, and Balenciaga. While we can chalk up HEAT's popularity to its expert curation of the world's biggest luxury brands, it's how the mystery boxes engage with consumers that should really be looked at. The novel e-commerce strategy builds on growing social media trends like unboxing and haul videos popularised on YouTube and TikTok, offering a layer of excitement and engagement to the shopping experience.
In recent years HEAT has received investment from some of the luxury world’s biggest investment firms including Antler, LVMH Luxury Ventures and The Hermès Family. Setting itself apart from the rest of HEAT’s lineup, the SUPERBRANDS box highlights the brand’s expansive portfolio and network offering timeless investment pieces from its growing list of over 100 global fashion partners. As the most expensive of HEAT’s mystery boxes tagged at £990, the SUPERBRANDS mystery box offers an edit of current season and archive ready-to-wear and accessories. Not knowing exactly whats in store is half the fun.
The SUPERBRANDS mysterbox will be available on the HEAT website on Tuesday, 15 November at 8PM GMT.