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[EXCLUSIVE] The most likely to be location of Supreme in Milan

nss magazine reveals a preview of the most likely location of Supreme's new store

[EXCLUSIVE] The most likely to be location of Supreme in Milan nss magazine reveals a preview of the most likely location of Supreme's new store

After months of rumors regarding the opening of a physical store, the countdown to the arrival of Supreme in Milan has begun, which is set to be the first and only location in Italy of the brand founded by James Jebbia. Supreme has not yet officially announced the opening but has left unequivocal messages filtered into a communicative style that has characterized the New York brand since 1994.

The great unknown factor about the opening is its location, so nss magazine gathered information from different sources, confirming a single space: the windows on the corner of Via Palermo and Corso Garibaldi, in the Brera district. There are instead no information about the opening date.

Location

It is an impressive location: spacious, with windows on both Corso Garibaldi and Via Palermo, set in stainless steel frames. Before it was an empty space, it hosted the children's bookstore "La città del sole".

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Right now the location is under construction, but outside there are no Supreme's signs of any kind: for a month the shop windows were covered with a white skin with written "KEBAB", a creative way to cover the opening given the low probability of seeing a kebab open with seven windows in Corso Garibaldi. Recently, someone must have sensed the irony and the Kebab film has been replaced by a purple sticker. 

 

The clues sowed by Supreme

There has been the talk of a possible opening of Supreme in Milan for a long time, but only in the last year has the brand began to sow clues about the new store. The last one was the video posted on August 30th on the official ig account at the release of the Nike Dunk SB Low and shot at Milan Central Station. The caption helped to increase the hype: "Coming Soon".

Another clue dates back to February 2019 when the SS19 lookbook was presented. In one of the items - the "Metallic Jacquard" crewneck - the physical locations of the Supreme stores can be read on the plots: in addition to Paris, London, New York, Tokyo, Los Angeles, Milan also appears.

 

The consequences

The one in Via Garibaldi would be one of the largest Supreme stores in the world: a victory for Milan, which from a high fashion capital,  is changing its skin leaning towards streetwear , and for the Carlyle Group, which in 2017 bought half of the Jebbia brand for 500 million and is trying to expand the business, without breaking the delicate mechanism of the hype built in over 20 years by Supreme.

The opening of a Supreme physical store in Milan would also be a major blow in the legal battle against Supreme Italia, which has no store in our country (but has opened two stores in China and Spain), but which occupies the shelves in some shops. One of Supreme Italia's legal defensive pillars is in fact not to be distributed in Italy since online sales are not valid from a legal point of view.