One of the exhibitors in White Milano
One of the exhibitors in White Milano's premium denim area: PRPS
 

17 Jun. 2014

White Milano bets on denim, sport-chic and streetwear


The next edition of White Milano, to be held in Milan from 21 to 23 June, in via Tortona 27, will launch a new section dedicated to premium denim.

The new debuting section will present four international top denim brands: PRPS, Koral Los Angeles, Kuro and Hudson. Enriching this section will be an installation created by three young creatives from the Italian fashion school NABA - Nuova Accademia di Belle Arti: Lorenzo Ronzoni, Giorgio Checco e Daniele Fumagalli.
Another debut will be an area hosting street and sports brands such as Adidas Originals, and Reebok Classic, who will present some exclusive collaborations. More specifically, Adidas Originals will present their Adidas Originals Blue Collection, Archive Pack and –as an exclusive preview - a capsule collection developed in collaboration with research brands such as Neighborhood, Palace and Hyke. As an addition, Reebok Classic will present its Reserve Catalogue.

For the third edition, White Milano will collaborate with the store Wok Milano for the Wok Room section that will present 16 sophisticated international brands. The selection - taken care of by Federica Zambon and Simona Citarella, in collaboration with White Milano - will present a new collaboration between Eastpak and a famous French maison. Other brands of this section will be Steve Mono, Julian Zigerli and Andrea Crews.

The show’s section Bottega Backdoor & La Ferramenta will also present a series of high-end streetwear brands. Among them will be Puma with its two Select capsule collections - Alife x Puma and B.W.G.H. x Puma – and the minimalistic Han Kjøbenhavn Danish brand. Also on show in this section will be AM.PM, B-Rules, C.Y.H. Clap Your Hands, Camo, Herschel Supply Co., Our Legacy, Elevate London and Vidur.
Maria Cristina Pavarini

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