HEAT: streetwear mystery boxes surprising Gen ZersWith Gen Zers looking to stay connected to streetwear culture at home, there are new opportunities for brands to create surprise and exclusivity. HEAT is a luxury mystery box that sells curated streetwear drops to those who want access to cult brands and the thrill of discovery.
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Two weeks into January 2021, streetwear mystery box purveyors HEAT launched a collaboration with Yeezy, the apparel brand run by Kanye West whose sneakers are among the most in-demand in the world. For hypebeasts who thrive on exclusivity, the drop represented another way to get their hands on cult products. The twist? The exact contents of each box were unknown. Founded in November 2019, HEAT sells luxury mystery boxes that are only available to buy on certain dates. Arrive too early on its website and you’ll see a countdown to the drop date when the purchasing link goes live and a form prompting you to sign up for email or text notifications.