For years, speculations of a possible opening of Supreme in Milan had been swirling, with evidence coming from a variety of sources, including real estate sites and the brand itself. This was exacerbated further by the fact that the company has been involved in a trademark case in Italy for the past several years with a clone brand called “Supreme Italia,” which utilizes the same signature red box mark as the American street brand.
And last month, the suspected location of the Supreme store in Milan, Corso Garibaldi 20, finally showed its soaring box logo insignia above the building.
The launch of Supreme Milan follows a successful year-long worth of legal struggle with the counterfeit brand. Yet, it also marked the start of a new creative stage for Supreme, which was obtained by the VF Corp Group earlier this year. Faced with dwindling interest, a new retail location in Italy’s city of couture could provide a much-needed boost in sales.
A brand ritual was undoubtedly implemented with the new location. Hence, a red box logo tailored to the new opening. Perhaps the most anticipated aspect of the unexpected opening was the tradition began in 1998 by Jebbia in Tokyo, followed by each of the 12 stores across the globe – which will mark Milan as the brand’s 13th retail store.
The almost 1,000-square-foot location is on a corner shop area with huge floor-to-ceiling windows that provides view of Milan’s cityscape. Within the store, buyers can find some of the brand’s iconic accessories and ready-to-wear collections displayed in a white space with bright murals designed by Nate Lowman, an American pop artist. Additionally, two joyous and satirical sculptures by professional skateboarder and artist Mark Gonzales greet visitors at the front entrance, while Weirdo Dave’s digital photo collage takes up a whole wall. A range of skateboards are also displayed on the same walling.
The flagship, like all its other locations, opens with the release of a limited-edition set that is only available at the shop. The release contains a shirt based on “The Last Supper” by Leonardo Da Vinci and will be found in the Milan store.