Grindr is moving beyond 'sup' — the smartphone app is live-streaming Sunday's J.W. Anderson autumn-winter 2016 runway show in London.
Grindr and Grindr Extra's 7 million members will be allowed a free viewing of the fashion-forward menswear show, which will run on a loop after the live broadcast.
J.W. Anderson creative director Jonathan Anderson said in a statement the livestream was a great opportunity to engage the youth culture that embraces mobile platforms. Grindr marketing executive Landis Smithers said in the same statement that the fashion show is a great way to connect the app's users with "cutting edge culture."
"It is no secret that J.W. Anderson is a killer mix of transgression and creativity, with an unapologetically fresh approach to gender," Smithers said. "That is a perfect match for Grindr."