Upmarket streetwear store Inner, a new store opened a year ago in Milan as part of Claudio Antonioli’s group of selected boutiques, offers a wide selection of products that may appeal to young teenagers as well as global tourists and fashion victims. “Our aim is to become a whole, completely connected to the brands we offer,” as Davide Marre, store manager and buyer of Inner, likes to say.

What are the current bestsellers of your store and why?

Speaking about apparel Marcelo Burlon is presently our bestselling brand. Its success is constantly growing as its offer appeals to a wide and varied clientele. Referring to footwear we are lucky we can work with top brands like Nike and Adidas that capture the attention of our customers with always new collections and capsules.


Inner store, Milan
Photo: Inner
Inner store, Milan

Do people buy according to their favorite brand, style, or impulse?

Most of the brands we offer are very well-known in the worldwide streetwear panorama. Our clients often come and visit us asking for precise requests and – for sure - they can find specific products here. Our job is mostly focused on sharing information with them while keeping them updated about new brands and trends.

Where do you order from? How do you inform yourself about trends?

We are constantly looking for information parallel to making our own investigation throughout various stores worldwide, renowned and unknown ones, searching for innovative quality products. We always receive lots of inputs through the web even if they need to be filtered and analyzed in order to focus on products that are more compatible with our own specific store’s identity and clientele. In addition to internet, all different fashion weeks are a great opportunity for meeting and greeting new brands and colleagues. Such meetings often provide us interesting connections and ideas.

How important is the communication with regular customers? How do you communicate with them?

Communication with the client is fundamental. We are lucky our staff is passionate and educated about the streetwear world. This helps our communication with our customers - not only finalised to sales but also simply for the pleasure to share information and opinions with them. In addition to direct communication, social networks help us keeping our clientele informed and updated about our store’s newest evolution and projects.


Streetwear store Inner in Milan
Photo: Inner
Streetwear store Inner in Milan

How do the collections you offer for next fall/winter look like? And what are the most important trends, in general?
The streetwear world is constantly evolving. Trends that last longer are usually tied to military world influence - when it comes to garment production technique and material research -, oversize ‘90s style fits and exclusive collaborations between stores and brands.


Did you add any new labels to your assortment?
Inner is still a young project. For this we are still adding new brands every season. Starting from this f/w season we will also be honored to offer Undercover, an innovative trendsetting Japanese streetwear brand. Another interesting new entry will be Casbia, an Italian sneaker brand that will be appreciated significantly.

How does your store differ from other stores?
One of our aims is to create a “container” that offers sneakers and upmarket apparel from the high-end streetwear and sportswear markets. This aim guides us in constantly searching through Japanese brands and highly technical products.

Inner store is part of Claudio Antonioli’s group
Photo: Inner
Inner store is part of Claudio Antonioli’s group

What do you like about your customers?

We can work with a very wide and varied target clientele and can satisfy both Milanese teenagers’ and high-fashion Asian tourists’ requests very well.

How important is the interior, the atmosphere and the whole package?
A store’s concept is becoming always more important in these days as it gives you the possibility to differentiate yourself, stand out from the crowd and be remembered. The final target is to become a complete whole universe with the product that one wants to offer.

Store address:
Via Pasquale Paoli 4
20143 Milano