We were only waiting for the official announcement that arrived yesterday, Supreme will open its first store in Italy in Corso Garibaldi, 20 in Milan.
The one in Milan will be the 13th flagship of the skate brand founded by James Jebbia in 1994 and will open its doors on May 6.
The rumors of an opening in our country have been chasing each other for years and have become more and more insistent after the acquisition by VF Corporation 6 months ago.
Supreme as usual worked quietly but yesterday in Piazza Venticinque Aprile appeared a huge advertising banner on top of one of the buildings surrounding the square, with the iconic Box Logo of the brand and the address of the new Milanese store.
Another huge advertising panel appeared in Via Manzoni, at the height of Via Monte Napoleone on the facade of the Grand Hotel et de Milan with the campaign photo taken by William Strobeck – starring Oski and Rowan Zorilla – also used for the print advertisement on Corriere della Sera.
A new video shot by Strobeck titled STALLION, shot right in Milan, will also be released soon. The American director and photographer has already made the skate videoscherry (2014), BLESSED (2018) and CANDYLAND (2019).
What interests us most, however, is that the opening of the store in Milan also represents a new beginning for Supreme after the aforementioned acquisition by VF Corp. and a hype definitely on the wane.
Another interesting aspect that stimulates the curiosity of aficionados will be the Box Logo dedicated to the new opening. This custom, which has now become a tradition, began in 1998 with the inauguration of the first store in Tokyo, then respected for each of the other 12 stores around the world.
So to recap, the first Supreme store in Italy will open its doors on Thursday, May 6th in Corso Garibaldi, 20 in Milan.