Supreme will officially open its first store in Milan. The announcement came in the most traditional of ways. A huge billboard appeared in the city, along with posters hanging all over the walls and even an advertisement in the Corriere della Sera. The location chosen is that of Corso Garibaldi 20, in the center, where the New York brand has set up a shop with seven windows. It is the brand’s thirteenth physical store in Europe, the United States, and Japan. The opening confirms the expansion strategy envisaged in the plans of the company VF Corp.
The inauguration will take place on May 6, and now the question is only one: how can you buy during the drop?
Supreme stores are different from all the others in many ways. A choice following the enormous interest that the streetwear community has created. James Jebbia’s brand implements a rather precise organization to avoid inconvenience, crowds, and very long queues that occupy entire blocks waiting for new products. So for a couple of years, the method chosen to participate in the drops has been online registration. A way also to eliminate the campout phenomenon. Hundreds of people stood outside the store all night to be the first to buy on a first-come-first-served basis.
In reality, buying is easier than it looks. Usually, on Tuesdays at 11:00, you can access a link through which you can fill out a form with your data and request participation. If you have been selected by 14:00, you will receive an SMS asking you to confirm your registration, and no later than 17:00, you will have to answer YES or NO. After that, on Thursday, you show up at the opening hours of the store. Here, once your identity has been confirmed, you can purchase one product of each size in about fifteen minutes.