‘The New Luxury’ by HIGHSNOBIETY Charts How Street Culture Became Pop Culture

This book seeks to define “New Luxury,” a term that summarizes how streetwear and sneakers have not only infiltrated the upper tiers of fashion, but became it. 

From case studies around brands like Nike, Prada, Balenciaga, and Louis Vuitton to exclusive profiles with YOON, Matthew Williams, Virgil Abloh, Kim Jones, and Hiroshi Fujiwara, this book provides the foundational knowledge of how youth-driven culture and fashion trends start from the ground up.

After all, The New Luxury isn’t just about what you wear, but also what you know. So here’s your chance to get a closer look at the brands, designers, collectors, and tastemakers defining today’s zeitgeist, filtered through the lens of global street culture publication.

Created in collaboration with publishing house and co-author gestalten, The New Luxury: Defining the Aspirational in the Age of Hype is available now at d.brand x FRIENDS, Stockholm