The events you can't miss at White Street Market

The countdown has begun for one of the most anticipated events of the fashion world. 
White Street Market will return with its second edition this weekend, from January 12 to 14, in a new location, SupersudioPiù | Tortona 27, in the heart of one of the coolest areas of Milano, right in the middle of MFW. 

The first Italian event dedicated to fashion and street culture establishes itself as a real B2C meeting point, where the business and consumer worlds can interact and blend. This edition of the festival focuses on two main topics, sustainability and fashion culture, through the collections of more than 60 top brands, along with a series of talks, workshops, screenings and a great number of happenings and events. 

We gathered for you the best events you can't miss, while here you can find the complete program. You can register at this link for free entry. See you there! 

Brands

As said before, there will be a great number of brands present at WSM, from Timberland, New Balance, Dickies and Pony, to nana-nana, arena Icons, Spektre Sunglasses, along with IUTER, Fantabody, Primitive Skateboarding and Lyph. The cult store One Block Down will have a special area powered by Nike, where it will host a special all day long workshop. 

nss magazine will of course be present with its nss kicks, the space dedicated to the world of sneakers, with exhibitions, workshop and a relax area. DCJ SNKRS, the Sneaker Care & Sneaker Custom collective, won't miss the event, together with Laced Up Community, the group of sneakers and streetwear enthusiasts. In this area you'll have the chance to create your own hybrid sneaker during a workshop that will take place both on Saturday and Sunday. nss sports will have also its special booth, where you'll have the possibility to purchase exclusively never seen before items of Les Vêtements de Football. 

Talks 

SUSTAINABLE LIFESTYLE. Saturday h 12. The day of Saturday opens with a deepening on the core theme of this year's edition, which will be discussed through the worlds of beauty, fashion and art, to report on their contribute for a more sustainable reality. 

ART & SNEAKERS. Saturday h 14.30. One of the hottest items of the fashion world can turn into a real piece of art. From illustration to creative deconstruction, from renovation to re-design: the LA sneaker sculptur Stomper Haus, the French designer of hybrid sneakers Agent 33 and the deconstructur sneaker artist Rudy Lim, will take us into this magic world. 

SKATE CULTURE. Sunday h 12.30. The tale of a beautiful reality through the eyes of its protagonists. The main acts of this talk dedicated to the skate culture will in fact be The Skateroom, which turns skate decks into real pieces of art, the all female skate crew Bastarde Senza Gloria- BSG and the NYC-based collective Skate Kitchen, main protagonist of the namesake documentary that will be projected exclusively during WSM, after the great reception at Sundance Fiml Festival. 

DROP ERA. Sunday h 14. The drop is one of the most representative phenomenons of contemporary fashion, and its also the main focus of this talk, and will be described by three main players, a photographer, a buyer and a reseller. 

FOOTBALL & SOCIETY. Sunday h 17.30. What is the relationship between football, fashion and society, and how has it changed during the years? A talk to analyze the admission of football into the fashion and streetwear world, with protagonists Emanuele Ostini, Kappa Global Brand Manager, Jacopo Pozzati, dot connector, entrepreneur and art dealer.

MUSIC & BUSINESS. Monday h 12. Influential personalities of the music industry will report on the current Italian music scene. 

Exhibition

A great number of exhibitions to visit during WSM, starting from KAPPA - Above the football jersey, a selection of the most iconic jerseys of the brand, coming directly from the archive, curated by the nss sports team; we can't forget the Venere Degli Stracci by Michelangelo Pistoletto, to the skate decks by The Skateroom or the archve skateboards of Primitive Skateboarding 1978. Inside the space of the fair there will be also an half indoor pipe that will host many live skate demos by The Skate Kitchen and Bastarde Senza Gloria.

Basquiat : © Estate of Jean-Michel Basquiat Licensed by Artestar, New York

Workshop 

New Balance and Special Sneakers Club celebrate the heritage of the iconic 997 silhouette, by opening the archive of the brand and through the redesigning of an artist. Build your New Balance 997 is a challenge to give life to the sneaker of the future. 

Super anticipated is also the presence of Bodega Rose, the cult NYC-based plant design studio that reinterprets iconic items of the streetwear world with plants and flowers, which will animate the space of FILA. The workshop Build your FILA planter will create unique flower planters by using the famous Disruptor sneaker. An activity powered nss G Club, the IG Account of nss dedicated to the female universe. 

Evan Rossell, with Hairy Fools, will give life to interactive performances and sessions of live paintings, while the brand Wrad will focus once again on the topic of sustainability with a live performance about the circular economy, which shows the regeneration of clothes. In the frame of the Food Corner Il Palato Italiano will host a special culinary workshop. 

Movie Area

Fashion Film Festival Milano will present its spin-off event in the movie area built inside WSM, with a special programme of happenings. 

Saturday, January 12 h 11.30. The festival opens its doors with a capsule of fashion films, Urban Storytelling, a selection of 20 fashion films that represent unique brands and urban realities in the global fashion system universe. At h 17 there will be the screening of We Margiela introduced by a conversation with Gloria Maria Cappelletti, curator of FFFMilano and editor at large of i-D Magazine.

Sunday, Januray 13 h 14.30. The day will be dedicated to the topic of sustainable culture with the screening of Back to nature, a capsule of the most representative fashion films about sustainable fashion, along with the award-winning documentary RiverBlue. The movie sheds a light on the serious issue of water pollution caused by fast fashion. 

Monday, January 14 h 14. Fashion storytelling through the moving image, a deepening about the fashion film universe and how fashion uses this tool to express itself to the fullest. 

Complete programme here.