Supreme New York conquers Milan

From today Milan is also a Supreme city, and we are sure that we will see all the colors. It is not only a reference to the myriad of shades that characterize the brand's drops but also all the news that await us in the new Italian flagship store dedicated to streetwear enthusiasts.

For some years now, there have been rumors of the brand's interest - so loved by Fedez - in the Italian city. A small clue could be found on the "Metallic Jacquard" sweatshirt, one of their most iconic items, which in addition to names of cities such as Paris, New York and Tokyo - which already hosted Supreme stores - also reported that of Milan.

The choice of location is strategic, in Corso Garibaldi at the corner with Piazza Simpliciano. In the pop heart of Brera, the store is spread over 100 square meters, furnished with a mix of metal elements and natural materials such as wooden floors. There will not be the large skate rink present in the American stores, but on the other hand the boards for sale will be framed in a maxi-installation created by Weirdo Dave with a collage of digital photos. The walls will feature colorful murals by American artist Nate Lowman, while the spaces will be invaded by playful sculptures created by skater Mark Gonzales.

But how did the brand founded by James Jebbia in 1994 go through a store on Manhattan's Lafayette Street to one of the most desired streetwear giants in the world? Perhaps the secret is the prestigious - as well as atypical - collaborations with some of the most influential names in the youth universe. Among these we can remember Nike, Vans and The North Face for sportswear, or luxury like Comme des Garçons and Louis Vuitton. From the most curious pieces for Colgate and Bialetti to the meeting with great exponents of contemporary art such as Damien Hirst and Takashi Murakami.

Also for this all-Italian inauguration there is no shortage of twists thanks to two very special collaborations: the first is Jamie Reid, an anarchist artist who held the role of creative director of the Sex Pistols, brings a punk touch to sweaters with "FUCK" embroidery and soft bomber with the slogan "It's All Bollocks" applied on the back. The second instead is the one with Nike, which has given life to three exclusive colors of the Air Max 96 model. Furthermore, in the new collection, in addition to the classic hooded sweatshirts and comfortable sweatpants, we find an original sports shirt with a graphic depicting the original painting by Paul Davis with the face of Che Guevara. But it doesn't stop there, the highlight is a special tribute to Italian art. The sacred meets the profane in the new Supreme Opening Box Logo, the special T-shirt is characterized by a print of Leonardo Da Vinci's L'Ultima Cena enclosed in the classic central rectangle, obviously crossed by the brand logo.

But the real question is: how can you buy the clothes? To avoid long queues in front of the shops, over the years the brand has experimented with an innovative and simple method of online registration through the official website. Only after registering, you can access the physical store, where you can buy only one product per size with a limit of about 15 minutes. A race against time to conquer the latest arrivals, which of course have already sold like hot cakes.