Your First Look Inside Supreme's New Milan Store
It's a mystery that has been boggling us for two years: Is Supreme opening a store in Milan? Well, the wait is over — the store is finally open.
The cult streetwear brand has set up its first outpost in Italy – and only the 13th brick-and-mortar store worldwide. Take a look around the store via the IG gallery below.
Milan's Supreme store officially announced itself last week when the rumored location, Corso Garibaldi 20, finally unveiled its towering box logo insignia atop the building.
The rumors about a possible Supreme opening in Milan had been circulating for years, with clues arriving everywhere from real estate sources to the brand itself. This was all further complicated by the fact that the brand has been at the center of a trademark dispute in Italy over the past few years with copycat brand "Supreme Italia," which uses the same signature box logo the American brand is known for.
The opening of Supreme Milan comes at the end of a successful years-long legal battle with the fake brand. It also represents the beginning of a new creative chapter for Supreme, which was recently acquired by the VF Corp group last year. Faced with a waning hype, opening a new retail space in Italy's fashion capital could be a needed sales push.
And with the new location, a brand ritual will surely be observed: a box logo dedicated to the new opening. The tradition started by Jebbia in Tokyo in 1998 and then respected for each of the 12 stores around the world, is perhaps the most anticipated part of this surprising opening.
For the Milan store, the new bogo riffs on Leonardo Da Vinci's "The Last Supper" — take a look below.
The Supreme Milan store opens today, May 6 in Corso Garibaldi 20.
