Would You Spend $900 On Mystery Streetwear?

You know how much you love your online orders arriving?

Well, how much more would you love it if you had no idea what was in the package? Surprise, luxury delivery!

British brand, Heat, which launched in 2019, does exactly that, curating mystery boxes of luxury streetwear and goods.

Founded by Mario Maher and Joe Wilkinson, Heat was originally intended for fashion-focused men, but the brand quickly expanded to include womenswear as well. Despite the initial target audience, Heat has been extremely popular with men and women alike.

With men’s and women’s “Original” boxes retailing for $555 and the men’s and women’s “High Ticket” boxes for $928, the value of each is guaranteed to be at least $820 and $1,360 respectively and can be worth up to three times the ticket price.

Every product included in the box—always at least two items which may include clothes, shoes and accessories —is authentic, brand new, and has been carefully checked by the team.

When you sign up, you specify your size and whether you want Streetwear style or Contemporary style—the rest is up to Heat.

The brand is working to make the styling aspect of the boxes more personalised, so you can choose fit preferences and styles, meaning you’re even more likely to get something you like.

“It’s all about circumnavigating any dissatisfaction,” says Wilkinson. “We want to know what our customers’ favourite fitting garment is. Do they prefer a tight fit, or oversized? We want to make it a more personal experience.”

The Streetwear Box includes products from edgy designer brands such as Off-White, Rhude, Amiri, A-COLD-WALL* and Ambush, while the Contemporary Box offers a more refined selection of designer pieces from Casablanca, Nanushka, JW Anderson, and more.

Heat is also building its reputation as a lifestyle brand by dabbling in a variety of co-branding collaborations with some of the biggest names in designer fashion. Heat's capsule collection in partnership with Haider Ackermann quickly sold out, and a box curated by model and Gen-Z influencer Luka Sabbat, featuring brands, styles and pieces approved by Sabbat, was a hit with the young style set.

“It’s a dress-like-Luka box,” said Maher of the collaboration. “He sat down with the buying team and chose everything, and his audience knows it’s going to be cool because he handpicked it. It has his validation.”

Of course, Heat is just one option in a growing trend of subscription and mystery deliveries. They model is spannning all industries, with many types of memberships, one-off's and surprise packages to choose from—whether you're looking for clothes, food or beauty products.

With brands similar to Heat like, Vinomofo (for wine), Bellabox (for beauty) and Retreat Yourself (for wellness) popping up every day, we expect that this model of shopping will only continue to gain momentum.

Love the concept of Heat? Love wine? This brand makes mystery wine boxes, sure to impress.