Heat is a recently-created London-based digital platform offering luxury fashion mystery boxes, founded by Joe Wilkinson and Mario Maher, two Gen Z fans of the streetwear culture. Each mystery box drop allows the Company’s young audience to access cool and desirable streetwear brands, through a circular model and at more affordable prices. Heat has partnered with more than 60 brands since inception (e.g., Off-White, Haider Ackermann, JW Anderson, Nanushka, Palm Angels, Maison Margiela) and offers 2 kind of boxes: the Heatbox, priced at £299 and containing £550+ retail value products, and the Heatbox+, priced at £500 and containing £950+ retail value products. The loyalty and enthusiasm of its community demonstrates the relevance of Heat’s approach and the desirability of its curation.