Take time out from the Milanese edition of Denim Premiere Vision to explore the city! Giulia Pivetta, Fashion Editor for Grazia Italy presents five essential shops and our denim insider, Luca Zanatta from Diesel*, shares his best shopping addresses…
This single-brand store could not be in a more fitting location than on Corso di Porta Ticinese in the heart of the alternative shopping district. Creativity is right at home here. In 1947, Japanese importer Tsunemi Yonehachi Shoten founded Edwin. A love for vintage denim had prompted him to start importing the fabric, which he personally selected, from the United States. In the Land of the Rising Sun, the fabric underwent various washing techniques and took on different fits. The Milan store is Italy’s first and thus the place to go for lovers of “stone washing” (washing with stones) which gives the garment a highly sought-after vintage effect. Men’s jeans, jackets, shirts and T-shirts are displayed in a contemporary, minimalist space, with a slightly industrial feel for a melding of Japanese and European aesthetics.
The legendary women’s clothing boutique in the Porta Venezia district first opened its doors in 1979 and since then has been hunting down cutting-edge garb, particularly from abroad, for every season. Just a few examples are the Danish label GANNI and the UK’s Shrimps, which also has adorable little purses that will take your breath away. You’ll probably stumbled upon photos of Imarika in interior design magazines. The Turin firm Marcante Testa handled the interior renovation, designing one of Milan’s most photographed independent, multi-brand stores. Every woman who enters this store leaves with sky-high self-esteem. The credit goes to the owners’ fabulous sense of style and experience in creating personalized looks for every silhouette. It’s not by chance that the meaning of the name Marika is “radiant young girl”.
The flagship store located in the heart of Brera is pretty in pink. This soft shade decorates the granite elements, walls and flooring with contrasting steel shelves. There’s no need to introduce Acne, the minimalist master with a less-is-more philosophy, even with regard to interior design. In fact, the decor creates a pleasing backdrop for the men’s and women’s ready-to-wear collections. An Acne characteristic is the label’s strong bond with photography, art and architecture. This artistic affinity ensures that the clothing styles are never merely passing fads.
Sunnei’s arrival on the Italian fashion scene was a breath of fresh air though it doesn’t possess a typical Italian design. Classifying the brand is far from easy. Let’s just say that it’s inspired by everyday life. There’s an emphasis on travel and vacation wear with a healthy dose of irony. The company’s headquarters are in the same space as the flagship store. The Milan design firm Studio Modulo created this multipurpose space that allows the two entities to communicate both physically and metaphorically. The store is definitely worth a visit not only for shopping but for also browsing through a selection of indie mags tucked in a corner.
Eckhaus Latta, Retrosuperfuture, Lemaire, Adidas by Kolor, Mykita: these are just a few of the international name brands that this store offers. Avant-garde is the name of the game with a focus on street style and young, alternative fashion. Suitably, the store itself has an original retail design with eclectic furnishings. Upon entering, you’re catapulted into an unique, fun shopping experience. If you’re tired of the same-old brands, rest assured that you’ll never leave here with banal duds.
Tips from the denim insider: Luca Zanatta
Luca Zanatta, Fabrics & Materials R&D Manager at Diesel* shares with us his best shopping addresses in Milan:
Via Pasquale Paoli, 1, 20143 Milano MI
Slam Jam Milano
Via Giovanni Lanza, 1, 20121 Milano MI
Piazza S. Babila, 1/3, 20122 Milano
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