Would you ever buy a dress without knowing the brand?

Yolo Store, Italy's first unbranded store, has opened on Via Torino in Milan. As it is literally written on the wall of the store: «We sell label-free garments from more than 100 Italian and international brands to leave you free to choose. You don't pay for brand awareness but only for the value of the garment, thus buying it at a lower price». The concept seems interesting, given also that selling unlabeled garments is a way that many brands employ to empty inventories and even archives-this way major brands do not lose exclusivity but individual pieces can be resold at competitive prices.

The store's target audience, given the pop colors, the lettering plastering the walls, and the general Instagrammability of the spaces is Gen Z, a segment of consumers who care very little about buying an in-store garment or even authentic designer garment and prefer (at least tendentially) to buy original and affordable clothes even better if in an eco-conscious mode. It is clear that the nature of the store, which sells pre-existing and therefore not ad hoc produced clothes, emptying warehouses and brand inventories, also represents a form of green consumption that could represent, for Milan, an evolution of the already successful format of Bivio, a chain of stores that buy and resell the customers' own archival garments.