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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Brands Are Tapping Unconventional Partners for Big Collaborations

Niche digital publications and online communities are emerging as go-to collaborators for big brands looking to tap into powerful youth-focused audiences.
collaboration, menswear, Mr Porter, Throwing Fits, podcast
Mr Porter gave Throwing Fits co-hosts James Harris and Lawrence Schlossman free reign to handpick brands they wanted to be part of the collaboration. (Chris Fenimore)

In July, Mr Porter took over an edgy bar on New York’s Lower East side to celebrate the launch of its newest capsule collection. Super fans drove for hours for the event, which by the end of the night had spilled out into a block party.

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Further Reading

A New Era of Fashion-Carmaker Collaborations

From Rimowa’s new tie-up with Porsche to Mercedes teaming up with Palace, a new wave of fashion-carmaker partnerships is targeting a younger generation of aspirational consumers.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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