Highsnobiety expands Not In City Series, starts with London

Zalando-owned media brand Highsnobiety has unveiled plans for the global expansion of its “Not In” City Series with the first “Not In” experience of 2024 being all about London during its Fashion Week. 

The company had launched its first-ever Not In multimedia event with Not In Paris in June 2020, helping its audience “to discover the best of Paris regardless of their location”. 

Now, it’s expanding the platform not only to London, but revisiting Paris, plus Milan, New York, and Miami, “celebrating the best of culture within each city”.

The company said the series “is a cultural experience, connecting Highsnobiety’s robust global audience of cultural pioneers to the zeitgeist of each city’s Fashion and Design Week. Programming will marry content by the publishing platform, commerce with product offerings in partnership with institutions from each city, and an experiential takeover with both a physical store and a series of curated community experiences”. 

The London launch starts on 16 February with events, exclusive drops, and a pop-up shop “all in honour of London’s cultural DNA”. 

It said that the “event schedule includes everything from a bird watching session with Flock Together (an outdoor collective for people of colour) to a rave celebrating 30 years of Rinse FM, hosted together with the iconic sportswear label Champion”. 

Highsnobiety will also take over several parts of Selfridges to “bring together its global community. Its curated retail experience will be open in Selfridges’ historic Oxford Street outpost for two weeks, offering the chance to shop its Not In London collection with some in-store exclusives”. There are lots of other events built around community, entertainment and dining.

That brings us to the products. Among others, they include the latest collection from HS05, Highsnobiety’s in-house brand, alongside limited-run collabs with “local and global creatives”.

Barbour has created a collection of “highly-limited jackets for Not In London. Providing its signature Bedale jacket with an updated fit and patchwork panelling, the collaboration showcases two versions of the jacket (one of which will be available exclusively from Selfridges). Both styles of jacket use upcycled fabrics”.

Knit specialist Knitwrth “merges photography-style realism with pop culture’s most iconic faces” and its collab introduces a series of graphic sweaters spotlighting “three British legends: Posh & Becks, Princess Diana, and Sade”.

Global music platform and radio station NTS last autumn linked up with Highsnobiety on a 16-piece clothing collection and this is included too with nylon tracksuits with embroidered appliqué detail, a hoodie with abstract art designs pulled from the NTS world, knitwear adorned with the exclusive NTS x Highsnobiety logo, graphic T-shirts, an embroidered canvas bomber, and an expandable record-carrying tote bag.