Dutch brand G-star celebrated the opening of its new Milan flagship store in Via Meravigli 2, corner Via Dante.
Inside the new G-star Milan flagship
Inside the new G-star Milan flagship

The 380 sq. meters store is the third one opened in Italy after Rome and Florence, and will soon be followed by a fourth one in Venice (also see story on ARP). Participating in the opening day and the evening party were Shubhankar Ray, global brand director G-Star, Philip Truyen, international director strategic accounts G-Star and Lorenzo Bassetti, director of A.R.P., Advanced Retail Project, as well as various personalities including singer Nina Zilli.

The store occupies two floors and its interior design is characterized by concrete and metal surfaces as a well as industrial design hues. This flagship hosts men's, and women's apparel and accessories and the sustainable collection Raw For The Oceans by Pharrell Williams, which was developed in collaboration with Bionic Yarn and Parley for the Oceans.

Shubhankar Ray, global brand director G-Star
Shubhankar Ray, global brand director G-Star
Shubhankar Ray, global brand director G-Star, commented: “We started opening G-star stores in Italy only after a careful study of a market that deserved special attention, and only after finding a local partner that could support us.  In fact, Italy represents an exception when compared to many other markets for a series of reasons such as, for instance, its unique distribution network characterized by so many specialized and widespread multibrand stores: this market already offers many significant Italian premium denim brands, plus consumers here are very expert and demanding in terms of fashion and quality. For this we finally found such an interesting and central location through which we can 'dramatize' and present our contemporary denim brand identity, our varied offer of 3-D iconic denim products characterized by our careful research and modern detailing. We may open more stores in Milan and Italy in the next months. Though our plans are still at a very early stage."