Pull&Bear opens the world's first STWD shop in Milan

The streetwear brand STWD, born under the wing of Pull&Bear, makes its debut with the opening of its first pop-up store in the world, located in the heart of Milan, on Via Capelli. Starting from April 17 and for the following two months, the space becomes a reference point for urban culture, with exclusive drops, events, and collaborations that express the brand's new identity. The opening of the pop-up marks a clear evolution for the STWD brand, which has chosen Milan as the starting point to introduce itself to the public. The brand's language is mature, aspirational, and strongly connected to the dynamics of contemporary streetwear. The 250-square-meter space is designed as an immersive experience, a bright and modern environment blending minimal furnishings, mirrored walls, and graffiti, featuring a large central staircase overlooked by two custom-made sculptures. The artworks thus become part of the shopping experience and strengthen the connection between STWD and the urban cultural world.

Inside the pop-up, four capsule collections will be presented, divided into two exclusive drops. The first reinterprets the retro sports aesthetic of the ’90s and American college style, featuring mesh t-shirts, nylon tracksuits, football-inspired polos, textured denim, and bombers with hidden details, including references to Milan institutions such as the Duomo. Among the key pieces, a genuine leather jacket best represents the bold and decisive character of the collection. The second drop moves toward a more visual and experimental dimension, with nature-inspired graphics, laser treatments, faded washes, and baggy silhouettes. Completing the picture is a capsule in grunge tones that combines tie-dye with printed photographs, frayed finishes, and slimmer fits, taking the stylistic narrative to another level. Beyond fashion, the pop-up transforms into a lively, active space, ready to connect with the community through a calendar of initiatives designed to foster exchange, visibility, and relationships. On April 29, a meet & greet is scheduled with Davide Vavalà, a young artist from the street and urban scene who is collaborating with the brand, perfectly embodying its spirit and aesthetic. This new phase also marks the official launch of STWD’s social media channels, a fundamental step to build and consolidate a global community, give the brand a voice in the digital world, and expand the visual and cultural universe of the project.