Where does Milan’s Gen Z shop? Far away from Montenapo, young people prefer Corso Garibaldi

There are many reasons why Supreme—and with it the entire world of streetwear—has played a pioneering role. The brand’s history is long and layered, but one of the most forward-thinking decisions made by VF Corp in recent years was the opening of the first (and only) Italian flagship store in Milan’s Corso Garibaldi in 2021. A decision that, at the time, surprised not so much for the city but rather for the address, far from the usual luxury shopping routes. When talking about shopping in Milan, the collective imagination immediately turns to the Quadrilatero della Moda: Via Montenapoleone, Via della Spiga, Via Sant’Andrea. Yet this district, a symbol of formal elegance and at times perceived as classist, is no longer enough to capture the desires of new generations. Not only for economic reasons, but above all because of a growing cultural distance, increasingly evident in young people’s preference for "neighborhood stores", which often become gathering and community hubs over time. According to a recent report by Pambianco News, Gen Z is showing increasing interest in Corso Garibaldi, favoring it over more traditional shopping areas like Via Torino or Corso Vittorio Emanuele. The retail atmosphere in the Brera district is, in some ways, reminiscent of the rawer street style of Corso di Porta Ticinese, but with a less rugged aesthetic, more aligned with workwear and gorpcore. In just over a kilometer, there are now more than fifteen new openings across fashion and eyewear: alongside Supreme, brands such as Carhartt WIP, Vintage55, Stüssy, Rh+, Rains, Salomon, and Filson have joined in over the past two years.

«What is happening in fashion already happened in design,» said Alessia Cappello, Milan’s Councilor for Economic Development, in an interview with Pambianco News. Just as the Fuorisalone has extended the design map beyond Via Tortona, fashion is now undergoing a process of decentralization, where it's no longer only about the Quadrilatero, but rather micro-neighborhoods capable of attracting young, international, and experimental brands. It’s a conscious choice by these labels, seeking an aesthetic that feels more accessible and less "aggressively" luxurious, while still maintaining a high level of brand reputation. After all, Brera is one of the most visually appealing neighborhoods in Milan—simply walking through its streets is a pleasure. Having boutiques and flagship stores accessible to aspirational customers, nestled within the picturesque context of the city’s “design district” par excellence, enhances the shopping experience in a more organic way. As Rocco Roggia, CEO of Roseto Immobiliare, confirms, «We’re seeing a decrease in the average age of customers, who are increasingly cosmopolitan, attentive to brand identity, and sensitive to the visual layout of stores». Naturally, all this buzz comes at a price. According to Roseto’s data, rental rates hover around one thousand euros per square meter per year, with an expected return of 5% on the property’s value. A significant investment, but clearly an attractive one for brands that see Corso Garibaldi not only as a sales hub but also as a place to build a cohesive brand lifestyle image. And although rents remain high (as is the case throughout Milan), Brera still represents a more affordable alternative to Milan’s main luxury shopping hubs like Galleria Vittorio Emanuele or Via Montenapoleone.