The first photos of the Supreme store in Milan

UPDATE 5.05.21: After the official confirmation of the opening of the Milanese store, a few minutes ago, via an Instagram post, Supreme gave a sneak peek of the space in Corso Garibaldi. The design of the space doesn't differ much from the typical interior design that characterizes the stores of the skate brand, dominated by light wood inserts, white accents, works of art, together with a wall covered with skateboards, images and accessories. The Supreme store will finally open its doors tomorrow, Thursday 6 May. 

29.04.21:After almost two years of rumours and postponements, according to some rumors, the Supreme store in Milan will open its doors on May 6th. 

To confirm the news there is a video published by Supreme shot at Central Station, and the completion of the works in Piazza San Simpliciano, on Corso Garibaldi, which would have been commissioned by the CFO of the brand, Martin Douglas Layding. The opening of Milan represents the beginning of a new creative chapter for Supreme that was recently purchased by the VF Corp group (Vans, North Face, Timberland and many other brands) and which today faces a falling hype. Despite this, Supreme's aesthetic should remain intact even with the change of ownership along with its rituals: one of these, perhaps the most anticipated, is the release of the Box Logo dedicated to the new opening, a tradition started by Jebbia in Tokyo in 1998 and then respected for each of the 12 stores scattered all over the world.

The Box Logo is one of Supreme's iconic garments: it embodies the aesthetics, history and ethos of a brand that has made a simple logo its weapon to play with contemporary culture. The box logos celebrating the openings are not the most imaginative of the brand's releases but remain historical pieces that bring longtime fans of the brand closer with the new followers. Moreover, being linked to a single event and produced as always in a limited edition, the price to the resell remains high - Paris and London today are around 1000 euros - despite the trend of falling prices for Supreme's reselled items.

The dedicated drop will have a very important symbolic importance for various reasons: it is the first of the new property and above all marks the end of the fight against legit fake that began in Italy in 2017. Yesterday a mock up of a boxer circulated with the Last Supper by Leonardo da Vinci that is held in the church of Santa Maria delle Grazie in Milan. But actually Supreme has already used the Last Supper in 2002 and in the FW12, so it doesn't seems really likely to use exactly the same design.

For this reason we decided to relaunch the Box Logo Generator to trigger your creativity, try it on.

CREATE YOUR OWN BOX LOGO