After teasing the new silhouette on the runway at its Spring/Summer 2019 show, Milan-based label MSGM's new sneaker has now hit stores. The brand, known for its playful and bold approach to colors, prints, and graphics, has opted for a similarly loud design for the Attack sneaker.

MSGM is the brainchild of DJ-turned-designer Massimo Giorgetti who founded the label in 2009. Growing up in Italy as an eager collector of pop and contemporary art, the brand's aesthetic is, as you might expect, modern, original, and eye-catching. Never straying too far from its Italian roots, both men's and women's collections take elements from high-end fashion and sportswear, with graphics and patterns featuring heavily.

For S/S 2019, Giorgetti has brought together the beach and club culture of his hometown of Rimini with the attitude and energy of Milan, where the brand’s headquarters is located, imaging the two cities coming head-to-head in a volleyball match.

Image on Highsnobiety
Image on Highsnobiety
Highsnobiety / Ahmed Chrediy, Highsnobiety / Ahmed Chrediy

“Rimini is the city where I grew up,” says Giorgetti. “It was about the beach, the clubs, the tourists, the energy. Milan is where I made my home and started my label. I wanted to play with the two, bring them together.”

Image on Highsnobiety
Image on Highsnobiety
Highsnobiety / Ahmed Chrediy, Highsnobiety / Ahmed Chrediy

Dropping as part of the forthcoming season's collection, the new sneakers come in a low and hi-top version. Visually, the new kicks take cues from hiking and basketball styles boasting an upper done up in suede and white leather with contrasting mesh details, tonal chord laces, and a padded tongue and collar. Adding a modern twist to the kicks, the sole sits three centimeters off the ground at the toe and five centimeters at the heel.

Image on Highsnobiety
Image on Highsnobiety
Highsnobiety / Ahmed Chrediy, Highsnobiety / Ahmed Chrediy

In regards to branding, the MSGM logo features on the tongue, lateral quarter, and a number “19” is stitched on the heel. Tying into the seasonal fluorescent color palette, all colorways feature hits of neon yellow, orange, and pink on the collar and sole.

Both the low and hi-top Attack sneakers are available now at msgm.it for  $610/€410 and $650/€435 respectively.

  • PhotographerAhmed Chrediy
  • ProducerIndigo Janka
  • Project ManagerJohanna Gerhardt
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