The upcoming edition of the Milanese show White Man & Woman happening from June 16-18, 2018, will launch White Street Market (WSM), a new format aimed at drawing buyers and consumers and devised for recalling sportswear and streetwear brands.

The new initiative will take place in the Tortona Fashion District, inside the former Ansaldo-Base area at via Tortona 54 and will be structured as a fashion street culture festival.

Famous sportswear and streetwear brands including Adidas Originals, Sergio Tacchini, G-Shock and Patagonia, but also independent ones such as Gabber Eleganza, Fair Play La Martina and White Walls Worldwide, will participate. They will be able to meet buyers and consumers and sell directly to all visitors. The event will host workshops, exhibitions, showcases and musical events according to a format devised by Paolo Ruffato, founder of Probeat Agency,  a street and fashion PR agency, and Walter D’Aprile, co-founder and CEO, NSS Factory, digital media agency tied to the street sport and fashion markets.

White street market
Photo: White
White street market

Partners involved in this new format–hosting about 27 public events–include Club to Club, a leading Italian electronic music festival, that will organize concerts and DJ sets with international artists. Cultural association Floristeria will enliven the White Street Garden area in via Tortona 27 with yoga, meditation and live music sessions while also attracting visitors with music, art and food.

Various other happenings will also take place. Among them there will be a photo exhibition by Ricky Powell and a charity auction by Ground Zero Project by Massimo Sabbadin-Bad Spirit in favor of Only The Brave Foundation whose collected funds will be destined to Piccolo Principe onlus.

As part of the vast event calendar they will also broadcast the documentary film Obey-Giant on street artist Shepard Fairey. The brand will also present its new streetwear collection at WSM.

“At White Street Market buyers and consumers interact together within a cultural event where fashion, art, food and talk melt together for creating a unique experience. Consumers will be able to get in touch with brands, buyers will be able to measure the impact of their brands on the final consumer while acquiring important information about new trends and how consumers perceive them,” Paolo Ruffato says.



Patagonia The Dam Truth
Photo: Patagonia
Patagonia The Dam Truth

 Two main themes will be the focus of WSM’s initiatives–subcultures and sustainability. Most iconic subcultures, their history and identity will be protagonists of the exhibition “Within the Subcultures” by Getty Images. Precious images from Getty Images Archives will focus key themes such as breakdance, punk, surfers, mods, teddy boys and skaters.

Among those spotlighted in the initiatives focused on sustainability will be Patagonia, launching its Blue Heart campaign, a talk and a signature collecting effort supporting Balcanic communities from over 3,000 hydroelectric projects that could cause high environmental damage. Also Wrad, an eco-friendly brand founded by Matteo Ward, Silvia Giovanardi and Victor Santiago, will coordinate different talks and will launch Mint Fiber, a new eco-friendly fiber obtained from mint plants.



Wrad, an eco-friendly brand founded by Matteo Ward, Silvia Giovanardi and Victor Santiago
Photo: Wrad
Wrad, an eco-friendly brand founded by Matteo Ward, Silvia Giovanardi and Victor Santiago

 The White Man & Woman B2B event taking place parallel to WSM, will host 180 brands, 60% of which are foreign ones, occupying the two locations in Via Tortona 27 and 54 while presenting various special projects including Athleisure, AHEAD - The Function Room, curated by Tomorrow London Ltd and various women’s collections.

Special guests will be Matthew Miller and his experimental menswear collection and Sagittaire A and its agender deconstructed collection that blends art and fashion, among others.

Denim Days and House of Denim, Amsterdam-based creative denim market platforms, will also participate in WSM. Sneakerness, a leading European platform for sneaker-aficionados, will also take part in the event.

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