After his farewell to Snipes in 2024, Sven Voth, founder and long-time CEO of the streetwear dealer, is back with a new retail concept.
Unlike his previous company, the focus is not on streetwear this time, but a retail model inspired by the discounter principle. According to the name of the concept, highgins should set new standards in price -conscious purchases with cheap entry prices and a strong experience factor.
As the Austrian industry portal Retail.at reports, the new concept will start on August 28, 2025 – and that directly with ten branches in Austria. The simultaneous opening includes locations in Vienna, Bruck an der Leitha and Eugendorf.
According to Retail.at, the goal of the new format is to fundamentally change the previous shopping experience in the area of cheap products. The range should include shoes, fashion and accessories for the whole family at affordable prices. While staging is often dispensed with in the lower price segment, you want to start here at highgins.
The first indications of the planned brand production are already available on the brand’s social media channel. The central element of communication is the mascot “Mr. Higgins”, a fox with sunglasses in the green sweatshirt, which is staged on motorcycles and in front of fast cars.
Fashionunited asked Higgins to comment