Svbscription: a luxury lifestyle service for men
Svbscription is a luxury lifestyle service for men. It delivers hand-selected luxury items to men around the world every three months. We spoke to one of the three co-founders, Andrew Apostola – who is also behind Portable – about Svbscription and how it all started.
Where did the original idea for Svbscription come from?
‘It’s something we had all been independently thinking about before we came together to form Svbscription. Sam had been thinking about it in the context of delivering objects to some of his clients at his company, Aux Armes. I had been inspired by the very concept of the post ever since reading Thomas Pynchon’s The Crying of Lot 49 and had started writing about it and eventually brought it to Simon, my friend and business partner at Portable. It came together late last year in New York over a breakfast in Brooklyn’.
What about the name: can it actually be spoken? Are you concerned about issues around word of mouth referrals based on the name alone?
‘We were very particular about having the brand reference other iconic luxury brands. Hence, you see the “v” instead of a “u” which you see in brands like Bvlgari. Before launching this we spoke to Zach Klein, one of the founders of Svpply and asked if the ‘v’ was a problem. He said that it was not, it actually made it unique. You can also find us at subscription.co’
Who is behind this and what unique skills do they bring to the mix?
‘Svbscription brings together a wealth of experience across luxury, online retail and editorial. Sam Wheeler has been consulting to brands such as Hermès, Rosa Cha, DVF, Jill Stuart, Steven Alan, Vince, Valentino, Rachel Antonoff, Madewell and Barneys. Marc Goldenfein, who heads up editorial, was the previous editor of The Vine, he’s also an accomplished filmmaker, having directed a feature called Summer Coda and producing The Secret. I have been heading up Portable for the past six years, working across fashion editorial and e-commerce and just finished a book called Taking Back Retail. It’s a great team and we’re excited by what we’re building: a luxury commerce business’.
What can subscribers expect in a typical box?
‘Each parcel starts with a theme. The first theme is around travel and through it we are exploring the notion of what it means to be a modern man. We spend a few months coming up with concept and mood boards, coming up with a visual idea of what we think men of today will respond to. From there, we reached out to a few of the brands we’ve been working closely with through the years to collaborate on products that suit the theme. Each parcel will may contain apparel, beautiful objects, editorial and content, and technology’.
How does this tie in with Portable, if at all?
‘Portable has emerged as a very interesting company over the past few years. At first, everything we did circulated around online video, but we found that over time people started approaching us with ideas for projects and new companies. Myself and my friend Simon Goodrich have been investing in new companies and partnering with others for a while’.