This is essentially creating an entirely new business for you.

We're not saying reading happens on this side and shopping happens on that side.

What we really wanted to create was this perfect fusion of content and commerce.

You move away from being like a publisher to an e-commerce players.

How do you guys manage the balance on that?

Ultimately, we completely remove the capability of our brand partnerships team that sells

our advertising to sell anything that has to do with commerce.

When our audience actually pays money to wear a product that carries the

highest-nobiety name, I mean, there's really nothing more beautiful than that.

Hi, this is Imran Ahmed, founder and CEO of the Business of Fashion. Welcome to a breaking

news special edition of Inside Fashion on the Bof podcast. Today, I sit down virtually with the founder and

CEO of streetwear sensation website, High Snobiety, which has always been known as an independent

arbiter and participant in the fast-growing streetwear category, which is, of course, really exciting

for especially young male consumers

of fashion. Today on the BOF podcast, David talks about his new e-commerce strategy and how high

snobiety is going to launch itself into the content arena. Now, as a company that's typically only

worked in brand partnerships and only dabbled in affiliate marketing and the occasional brand collaboration, this is a massive new business initiative for David.

So I talked to him a little bit about the strategy underpinning it, the team and technology that he's had to build, and how much of an impact it can have on the business.

And we also reveal that Prada

will be the first launch partner for high snobiety's commerce strategy. So here's David Fisher

inside fashion. Hello, David. Imron, what's up? How are you doing? I'm good. This is our first time doing like a podcast recording of two people in different locations.

So you're in New York today.

...