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Hendrik JUERGENS
Brand Director | HIGHSNOBIETY
Hendrik Juergens first gained recognition in the streetwear industry through his work with trendsetting specialty concept store Firmament. He became a product manager at the innovative trade fair for contemporary clothing culture, BREAD & BUTTER, before switching industries yet remaining true to a strong passion for one-of-a-kind brands, by joining the Soho House Group and their central European flagship in Berlin. Now, Juergens is the Brand Director for Highsnobiety, a multifaceted enterprise unearthing emerging brands and covering forthcoming trends and news in fashion, art, music, and culture. At Highsnobiety, Juergens oversees the global strategic output for the brand across print, product, experiences, and more.
questionnaire
What was your very first job? What does it feel like to look back at it now? Project Manager at Firmament. It set the path for my entire career, especially in terms of overall direction but even more so when it comes to the knowledge and insights that were shared with me there.
Please describe, in your own words, what your current job is and what work it entails.
I'm the Brand Director at Highsnobiety, the leading new-media brand for the next generation of tastemakers, trendsetters & style-conscious young men. My team and I try to shape the Highsnobiety brand beyond our editorial, by creating experiences across product, events, and partnerships, all bound to a long-term strategic approach.
How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?
I am where I am today because of a kind of 'planned accident.' I never knew I was gonna be part of the creative world until very recently. The creative world, and the industry behind it especially, were not parts of my upbringing and surrounding. My interest in it evolved over time, triggered by my admiration for everything that is 'on point' as per my definition, which includes and observes things like purpose and stringency, but also innovation.
In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
Mainly spending time paying attention to what is happening outside this industry, looking at both absurd and non-commercial things but also very normal and simple parts of life.
If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be? It's hard to name one so I just gonna pick the most recent project we did, which was a Manga style Zine with up and coming, 20 year old, Tokyo-based Artist, Jun Inagawa. We created commemorative merch and translated his overall vision into a physical tunnel-style exhibition showcase at Paris Men’s Fashion week. As part of the proceedings, we held both an opening reception as well as an after party, involving some of our most favourite cross-creative collaborators from around the world. This really touched on all the points I love to realise within a fully 360 degree creative project.
