by John Russel Jones

Highsnobiety, the digital media and cultural consultancy brand, launched Highsnobiety Sports at Fred Segal on Sunset Boulevard in Los Angeles this week. The multimedia flagship will be open to the public until May 25th, 2022. Exclusive releases include product from traditionally active sportswear brands Gramicci, Wilson, MARKET X UCLA, and Speedo, all available in-store and at Highsnobiety’s online shop. 

An exploration of the intersection between sport and style, Highsnobiety Sports is designed for its loyal audience of next-generation tastemakers and collectors, who continue to define the cutting edge of culture. This new flagship will encompass original storytelling, exclusive product collaborations, special releases, a Los Angeles pop-up shop, and physical activations, an homage to the relationship between sport and its attached lifestyles, including but not limited to running, cycling, swimming, climbing, and hiking. 

Guests at the May 10th opening party included: Lisa Love, Ariane Davis, Venus X, Ahmad Kanu, Rembert Brown, Uncle Paulie, Rory Roth, Chad Easterling, Jeron Smith, Salehe Bembury, Ashley Weatherspoon, Ashley North, Mallory Suzanne, Yusef Reown, Kameron McCullough, Emma Lynlyn, Brooke Alexejun, and Bobby Moore.