Hypebeast’s e-commerce business, HBX, is launching an HBX Archives shop on Amazon’s Luxury Stores platform in the U.S., bringing buzzy menswear, womenswear and accessories to the mix. HBX Archives’ first collection includes pre-owned styles from what the pair described in a statement as “the pinnacle of luxury, craftmanship and streetwear allure.” Among the brands are: Maison Margiela, Balenciaga, Vetements, Thom Browne
“As a go-to destination for sourcing and distributing unique pre-owned pieces from the fashion and streetwear world, the collaboration is a complement to HBX,” said Huan Nguyen, chief revenue officer at Hypebeast Group. “It enables us to expand our offerings to ensure U.S. customers have access to an even greater selection of coveted styles.”
Amazon has been making plenty of inroads in fashion — adding Coach and Clinique to its platform over the past year — but many of its most fashionable looks are still coming by way of resale. The company added designer looks from What Goes Around Comes Around to its Luxury Stores lineup in 2022 and styles from Hardly Ever Worn It to its European business in February.
Jenny Freshwater, who has led Amazon’s fashion since November as vice president of fashion and fitness said: “Our customers continue to share their interest in luxury fashion, and we look forward to offering access to even more pre-owned, authentic luxury goods in our stores with the launch of HBX Archives. Luxury Stores at Amazon customers can shop new collections from designer brands such as Area, Rosie Assoulin and Altuzarra, as well as discover specially curated, archival fashion styles from sought-after brands in one convenient location.”
The connection also shows the enuring interest in streetwear. “While trends in fashion are always evolving, we’ve seen that customers continue to look to streetwear for style inspiration,” Freshwater said. “It has been exciting to collaborate with Hypebeast and the HBX Archives team as they understand intuitively how to make streetwear styles relevant for every day, helping Amazon luxury customers find products they’ll love.”
Hypebeast HBX on Amazon
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