5 things to know about the first Supreme store opening in Milan
From the location and opening day to the new ways to take part in a drop
Fashion
May 4th, 2021
May 4th, 2021
After constant rumours, leaks and delays, the final confirmation of Supreme opening a store in Milan arrived over the weekend, as nss magazine had already anticipated a few days ago. Huge billboards scattered around the city and enriched by the logo of the brand founded by James Jebbia, as well as a full-page advertisement in the Corriere della Sera, gave the official announcement of Supreme's arrival in Italy, despite the number of clues published by the same brand on Instagram.
While waiting for Supreme to open its doors, nss magazine has collected below 5 things to know to get ready for the opening of the store.
Where?
The store is located in Corso Garibaldi, 20, a few steps from Moscova and not far from the Castello Sforzesco, in a location that boasts seven windows and overlooks Piazza San Simpliciano, renovated for the occasion. This is the thirteenth Supreme store, located in Europe, the United States and Japan.
When?
The day set for the store opening is Thursday, May 6, the traditional day of the brand's drops. The works for the opening had started some time ago, so much so that Supreme had given a first hint of the upcoming opening in Milan in an item of the SS19 collection, in which the name of the city was alongside that of others in which Supreme has been open for a long time, like New York, Paris, Tokyo and London. The health emergency then further delayed the opening.
The Box Logo dedicated to Milan
Supreme has always celebrated the opening of a new store through a Box Logo that pays homage to the aesthetics and the most famous monuments of the city that hosts it, an operation not particularly imaginative or creative but that s able to give life to historical items. Although the Box Logo dedicated to Milan has yet to be unveiled, persistent rumours speak of a tribute to the Last Supper by Leonardo da Vinci, the fresco that is located inside the church of Santa Maria Delle Grazie in Milan, but no official announcement has been made.
How to shop during drops
After years of camp out, long queues, and a certain general madness that dominate the brand's drops, Supreme has changed its strategy. For about two years, in fact, to take part in a drop it's necessary to register online first. On Tuesdays, at 12 you can access a form to fill in with your data to request participation. In case you are selected, you will receive an SMS asking you to confirm your registration, to which you will have to answer YES or NO. In this way you can show up, with documents and credit card, in the store on the day of the drop, to buy without any particular inconvenience.
Why Milan?
Milan opening is part of the expansion plan of VF Corp, the company that last November acquired James Jebbia's brand for 2.1 billion dollars, which wants to focus on a territorial expansion of the most representative brand in the streetwear world. From this point of view, Milan is, therefore, a symbolic place, and the arrival of Supreme in the city also puts an end to the legal battles against Supreme Italia and Supreme Barletta, the legit fake saga that began in Italy in 2017.
