London-based fashion mystery box service Heat is revolutionizing the luxury apparel experience with the introduction of Mile, a new members-only subscription-based shopping destination. This exclusive service offers unparalleled access to seasonless luxury fashion at discounted prices, featuring a carefully curated collection of products from established maisons to emerging brands.
According to Maher, Mile’s cofounder and chief merchandising officer, the platform provides unprecedented access to luxury products, including items from exclusive archives and runway pieces. Members can enjoy substantial discounts of up to 90 percent off the original retail prices, making high-end fashion more attainable.
The concept of Mile is a result of the success of Heat, which focused on delivering sought-after high-end streetwear to consumers through unboxing videos and fashion drops. Maher and partner Joe Wilkinson recognized the shift in shopping behaviours towards quality and substance over novelty, particularly among younger customers.
In development for nearly a year, the platform also offers a solution for brands and retailers to manage excess inventory without compromising their brand image. By curating a unique selection of products and insider deals, Mile aims to create an aura of exclusivity and discovery for its members.
To maintain its members-only approach, interested consumers must apply for membership, with a limited number of applicants being accepted. Furthermore, Mile has attracted support from prominent investors within the fashion and luxury industry, including LVMH Luxury Ventures and the Hermès Family.
The launch of Mile strategically positions the brand to meet the changing landscape of luxury shopping by providing a transparent platform for both consumers and brands. With a vision to redefine the luxury shopping experience, Mile is poised to make a significant impact in the fashion industry.