What will Supreme do with their upcoming Milan store?

After months of rumors, Milan was finally ready for the opening of the very first Supreme store, scheduled for July 2020. The anticipated opening would be one of the pivotal moments for Italian streetwear enthusiasts, and the Thursday 16 drop had offered another opportunity to speculate on the news: in the graphics of one of the sweatshirts listed were the cities of New York, Paris, London and Milan, and not by chance a Milan Hooded Sweatshirt.

Supreme has never officially confirmed the opening of Milan, however it is not a part of the policy of the brand to communicate the new openings as we've noticed with the last opening in San Francisco. Rather, Supreme sends clues and leaves traces of the next moves in the various drops and IG videos, which some insiders now took the opening of the first Italian store for granted.
The COVID-19 crisis, however, could upset the plans of James Jebbia's brand: the next few months will probably be the worst time to open a store, especially since it is Supreme which could cause the infamous campouts.

Fashion analysts are arguing that the crisis might change the consumer behavior - in terms of drives and approach - and could accelerate the end of the Hype Era of which Supreme has been the leading brand. After the incredible expansion of the brand over the past seven years, this could be an opportunity to bring Supreme back to its natural dimension by renouncing global expansion and legal battles such as the famous Legit Fake saga against Supreme Italia. 
It is still early to forecast Supreme's next move, nss magazine will follow all the latest news and rumors about the potential opening.