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Supreme to open in Milan its first Italian store

Supreme, the iconic brand is about to open its very first Italian store in Milan. Or at least this is what a long serie of clues some how demonstrates. Is it just a rumor then?

A bit of history

The Supreme brand was founded back in 1994 by James Jebbia, an English/American citizen who moved to New York when he was just 19 years old to work in a store of garments and equipments for skaters. He then worked with Shawn Stussy from 1991 to 1994 when, finally, the first Supreme store saw the light in LaFayette Street in Manhattan.

The brand

The brand is aimed at skateboarding, hip hop and punk rock cultures and youth culture in general. The brand produces clothes and accessories, and also manufactures skateboards which are collected as works of modern and contemporary art. His shoes, clothes and accessories are sold very successfully on the secondary market, as the supply is limited and the demand is high.

What about the Milan store then?

If you look carefully at the Supreme profile on Instagram you will notice a couple of clues that had us thinking “Ok, maybe this time they are getting serious about opening a store in Milan…”

The first clue is a picture uploaded on the account that has a skateboarder performing right in front of the Milan Central Station.

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Supreme®/Nike SB Dunk Low. 09/05/2019

Un post condiviso da Supreme (@supremenewyork) in data:

Then NSS Magazine had done some serious researches and investigations (congratulations guys by the way…) and apparently Supreme has already found and booked a retail space in the posh district known as Brera. An area of more than 400 square meters which was formerly occupied by a kids store.

The opening should be in July this year and Milan store will be the third European location after Paris and London.

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