There have been rumours of a Supreme Milan store for the better part of two years now. Supreme has always been known for its discretion when it comes to opening up a store, something the streetwear community knows all too well. Despite its formidable presence in the world of fashion, Supreme only has 12 – soon to be 13 – stores across the globe. As we edge ever closer to the release date, we finally have news that Supreme Milan will open its doors this week.
Over the weekend, Supreme officially confirmed that Supreme Milan was coming. Taking an entire back page for a newspaper advert, Supreme continued to remain mysterious. Nothing but the words “CORSO GARIBALDI, 20 MILAN OPEN MAY 6” had been used at the bottom, referencing the address and opening day. Of course, this isn’t the first time that the Supreme Milan store has been known. We’ve seen rumours from the most unlikely of sources, including real estate sellers and, more subtly, Supreme.
However, the real news that continues to grip the streetwear community is the store opening box logo T-shirt. Like any big Supreme store opening, there is also set to be an exclusive Box Logo T-shirt that coincides with the event, though we’re yet to see it just yet. Rumours have been circulating for a while now that Supreme will use Leonardo da Vinci’s iconic The Last Supper painting for the box logo design, something Supreme has used before in the past.
It should come as no surprise that Supreme has been working behind closed doors to open the Milan store. After a long, hard battle with Supreme Italia, many believed that it was a sign that Supreme would be coming to Italy after all. Despite the question now finally being answered, it has opened up a lot of debate about whether this is the right move for Supreme. Supreme’s recent acquisition by VF Corp sparked furious debate last year, with many streetwear fans feeling as though the credibility of the brand was over.
Since opening in 1994, Supreme has transitioned from a small independent skate store to one of the most instantly recognisable brands on the planet. James Jebbia’s plan was not to turn Supreme into the brand it has become, far from it. Supreme’s acquisition by VF Corp marked the next logical step for Jebbia and would not have been possible without the demand created by those in streetwear. With the opening of Supreme Milan, we’re sure that the Supreme community will be excited about what’s to come from the future of the brand. For now, it’s time to say – ciao Supreme Milano.
