Global youth culture publisher Highsnobiety has announced the opening of its first regional office in Sydney, Australia, and its seventh globally. With Australian audiences positioning Sydney and Melbourne amongst Highsnobiety’s top global cities, the publisher brings its understanding of youth culture to the market, while amplifying the cultural actors, happenings, and products in Australia on a global platform.
“Australia is a cultural hub that is both unique and globally appealing. The local brands, creators, artists and designers form a community that is differentiating the cultural space. We are excited to connect with this community in a meaningful way, amplifying their stories on a global scale, and introducing select international partners for expanded opportunities.” said David Fischer, (pictured) Highsnobiety co-founder and CEO.
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 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 design, ideas, and experiences. This consumer group invests in philosophies, and proliferates 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 US – “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,” he said.