Some time last year @mrsnob and I had lunch and it led to a conversation about the previous books we’d done together. Being around for 20 years is certainly an accomplishment, and I’m privileged to have been @highsnobiety for five of them during a time when the company crossed the threshold of hiring over 100 employees and slowly shifted from publisher into full-fledged brand. This book takes a look at some of the key collaborations that have shaped the past 20 years of Highsnobiety, but also expands the aperture to chart the course of how we went from Tiffany Rolex dials (and yes, Tiffany’s longtime Patek partnership) to Nike’s ingenious HTM line to Virgil x Everybody to CPFM x McDonald’s. Several essays I wrote tell the story of how “collaboration” went from a novel idea to category in and of itself, becoming an imperative for any business or brand that wants to purportedly “participate in culture.” Excited to announce “The Incomplete Highsnobiety Guide to Creative Collaborations” releases on July 11 at 3 PM CET/9 AM EST.