Sven Voth, founder of the streetwear brand Snipes, announces his next big coup: With “Higgins”, the entrepreneur will start a new fashion brand in Austria in August 2025. Highlight at the start: Ten branches should open at the same time – four of them in Vienna, others in Wiener Neustadt, Linz and Salzburg.
Higgins consciously position itself in the entry segment: stylish fashion is offered at extremely affordable prices, primarily in shopping centers instead of inner city locations.
The central element of brand identity is Mr. Higgins – an orange fox as a symbol of cleverness and economy. In addition to classic advertising measures, the company focuses strongly on social media, niche sponsorship and cooperation with partners such as “Masters of Dirt”.
With Higgins, Voth pursues the goal of re-thinking the inpatient fashion trade-accessible, attention-based and with a strong community approach. On LinkedIn the entrepreneur describes that Higgins is a new -like retail concept for shoes, clothing and accessories: “Not just shelves and price tags. A real space for real people. With real values.” Further details about the roll-out have been announced for July.