Farfetch Feeds off Hype of Drop Culture, Introducing Weekly Drops
Farfetch BEAT will see limited-run pieces by Off-White™, AMBUSH and more.
Eyeing the success of streetwear’s “drop culture,” a strategy many luxury brands including Burberry and Moncler have adopted, Farfetch will introduce Farfetch BEAT, a series of weekly merchandise drops set to include limited-edition designs by New Guards Group brands AMBUSH, Off-White™, Heron Preston and more.
The online fashion retailer, which recently acquired New Guards Group for $675 million USD, will rely on a “BEAT Collective” of industry professionals to curate each BEAT drop. Currently, the collective boasts names including Carol Lim and Humberto Leon of Opening Ceremony, as well as Stadium Goods Co-Founder John McPheters.
Before acquiring New Guards Group back in August, Farfetch also acquired Stadium Goods. Aside from McPheters inclusion in the BEAT Collective, the New York City sneaker boutique will also play an additional role in Farfetch’s new strategy by sourcing rare footwear and streetwear for upcoming drops.
Farfetch BEAT launches in April, and drops will land weekly every Wednesday. At the moment, Farfetch is keeping details regarding the substance of its first drop closely guarded.