StyleHaul Launches Men's Lifestyle Hub 'Hauk'

YouTube fashion network StyleHaul has launched a men’s lifestyle vertical called Hauk. The new hub is a network of male digital talent creating style, pop culture, sports and gaming video and social content.

While men’s style magazine Detailsshuttered last November, Stephanie Horbaczewski, founder and CEO of StyleHaul, said she sees a noted difference in audience interest in men’s lifestyle editorial and behind-the-scenes content.

“There is a desire to know about our favorite personalities and their lifestyles, there is more rabid consumption for that,” she told Publishers Daily. “What makes this person who they are, behind their YouTube. [Hauk] wasn’t so much editorializing their lives, but expanding the experience that viewers were getting with [the creators].”



Top creators include well-known influencers like Ali-A (Alastair Aiken), DanTDM (Daniel Middleton), BluMaan (Joe Andrews), Thatcher Joe (Joe Sugg), Adam Saleh and KSI (Olajide Olatunji).

According to a statement, the new verticals answers “the growing demand in men’s lifestyle in the consumer marketplace and creates new opportunities for brands to engage with audiences on a variety of topics.”

Horbaczewski told PD that about a year and a half ago, brands approached the company about working with male influencers on their platform. Hauk is currently finalizing its launch partner.

The company also sees brand partnership opportunities in areas like men’s style, clothing brands, consumer electronics, VR, wearable tech and auto.

Horbaczewski said the vertical isn’t just about fashion, but about the style these creators exude in their day-to-day lives.

“People want to know more about their lives, trips with girlfriends, clothes they wore -- outside of their comedy or gaming channels,” she said.

Publishers are working to build their presence among social influencers using networks like StyleHaul, which announced in March a multiyear partnership with Time Inc. to create advertising programs targeting millennials. The joint effort combines Time Inc.’s content with the access of StyleHaul’s millennial influencer network, in three different categories: red carpet, social storytelling and fashion and beauty.

Around the same time, The New York Times Co. acquired HelloSociety, a digital marketing agency focused on social media influencers. In December, Hearst teamed up with video advertising technology platform Reelio to create new, highly targeted networks of online influencers.

Next story loading loading..