The upcoming edition of White Milano taking place from 17 to 19 January 2015 in Milan’s Zona Tortona area will be named White Gennaio. It is expected to host 180 brands, 20% more than last year’s edition, while hosting more upper sportswear and sports-inspired collections.

Exhibiting at White: Uppercut
Exhibiting at White: Uppercut
The upcoming January edition of the show – as the one happening in June – will host both men’s and women’s collections. Not only will it present special capsule collections by Adidas Originals, Puma, Eastpak, Champion and The North Face, it will also host Patagonia and up-market streetwear brands that have been carefully selected by specialized retailers such as Milan’s Wok Room and Bologna’s Bottega Backdoor & La Ferramenta.

Other hot names participating will be London sports-inspired brand Nasi Mazhar, as well as KTZ and Belgian Ann Denmeulemeester.

Among special guests will be Slam Jam, specialized distributor and scout of international streetwear brands. The company was founded by Luca Benini in 1989 in Ferrara. He is selling a wide selection of brands including BLK Denim, Carhartt, Diemme, Edwin, Billionnaire Boys Club and Stussy. For the evening of Saturday 17 January, Benini has organized a special music night hosting young London music talents.

The White January 2015 edition wants to become even more attractive to international visitors through a series of new initiatives and a more diverse offer of brands. Founder Massimiliano Bizzi explains: “We know that in January most important international buyers visit Italy. After spending time in Florence, for Pitti Uomo, they arrive in Milan for Milan Menswear Week and for visiting the city’s over 600 showrooms. Despite the recent repositioning of Paris men’s shows happening in this period, Milan has much more to offer considering the high number of specialized fashion showrooms it hosts. For this we want to support Milan for its high fashion concentration of specialists.” And continues: “In order to attract key international and Italian visitors we not only want to present the coolest trends of the moment but also the newest products discovered through our worldwide scouting.”


Exhibiting at White: Jimi Roos
Exhibiting at White: Jimi Roos