A new service taps into the wondrous feeling of finding a package in the post

Svbscription is a subscriber-based service for men that delivers a unique parcel to members’ doorsteps every three months. Kicking off in July, each custom-built box will contain a tasteful selection of 'exclusive, rare and unique' design, culture and entertainment products. While we know the first package has been curated for gents who travel, its exact contents are secret.

Subscribers are in good hands. The minds behind the project include Sam Wheeler, who creates spaces for brands such as Hermes and Barneys; Andrew Apostola, founder of fashion, art and lifestyle website Portable; and Marc Goldenfein, an experienced online editor with Australian publication The Vine. Together, they reckon they know what men want.

'Many guys, of course not all, view shopping as a bit of a chore and tend to find what they like and stick with it,' Marc explained in a recent interview. 'They like the idea of being a connoisseur, but may not know where to start. We think that the gambling element, the novelty of not knowing what you will get, as well as the access to limited edition items and special selections, will appeal to a man's curiosity and his desire to be in the know. Beyond this, we are providing quality, sustaining products, not trends or swag; we think that this is another aspect that will appeal greatly to men.'

Applications for Svbscription memberships are now open and come with a price tag of US$300 per quarter, or US$1100 a year. Gift memberships are also available. It’s a leap of faith for sure, but good surprises are few and far between these days, especially for gents of discerning taste.

This kind of service proves once more that despite the digitalisation of most media forms there’s a healthy hankering for old-fashioned tangibility and curated experience.