The “mystery box” is an ongoing internet craze.
And the concept is straightforward: You buy a box at a certain tier without knowing its contents, then you open it – to your surprise and delight – to discover what’s inside.is the start-up leading the way in this phenomenon, with boxes comprising the hottest items with a seasonless approach from Jacquemus, Acne Studios and JW Anderson, to name but a few.
Founded by Joe Wilkinson and Mario Maher, Heat has cut through the noise to become the go-to mystery box supplier. The pair, both from Sheffield, sold their first batch of boxes on Black Friday in 2019 – selling 1,000 boxes in 20 minutes – which gained them notoriety. It wasn’t until they received investment in 2020 that they officially launched their business.
In a lightbulb moment, Wilkinson and Maher decided to go into business together to solve fashion’s frustrating product waste issue. Since then, Heat has sold more than 30,000 boxes and targets a primarily Gen-Z demographic. According to Wilkinson, “instead of ignoring products that have passed their typical shelf life, we thought there could be an exciting way to make them appeal to a younger audience – it’s about having items considered more as an archive piece instead of being outdated.
In an age when sporting head-to-toe new-season designer is often considered gauche, the curation of Heat boxes is what places them ahead of the competition. “Along with bringing in great deadstock pieces, we spotlight key moments and launches for brands, too,” says Wilkinson. “We want our clients to come and discover something new every time, whether it’s a fresh drop, or an underrated item from an archive collection.
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