This week the streetwear brand Stüssy announced, through its official page on Instagram, the opening of the new Chapter Store on November 16, in Milan.
This news comes after last week’s opening of the last Chapter Store in Hong Kong adding another location to the company’s international network after London, Los Angeles, Seoul and Amsterdam. Like the Hong Kong one, this space was conceived by the W&PA design studio.
The design of the store will follow the continuous evolution of the retail mode on which the brand is based. The retail shop will still be in line with the existing ones, but at the same time new features will be introduced. The aim is to combine different eras of modern design, from early modernism to postmodernism through contemporary hybrids, to arrive at something that seems like a fresh and innovative breath brought directly from California.
The opening of the store will be accompanied by the sale of two exclusive
t-shirts costumed only for the city of Milan. In the first one, next to the brand “Stüssy” will be represented the symbol that identifies the city of Milan, and no, we are not talking about the San Siro stadium, but about the Madonnina. All gold, of course.
On the back, however, is kept minimal with the words “STÜSSY MILANO CHAPTER” printed on the back of the neck followed by the address of the store: C.so di Porta Ticinese 103, 20123, Milan.
In the second one there is an illustration of a pillar that supports above the words “STÜSSY MILANO” and the address of the place that is shown below.
To inaugurate the store, a party will be held at Spazio Maiocchi the day before, on November 15th, with the support of Slam Jam.
Text by Anna Cardaci