In July 2020 Milan was to see the first Supreme store born. The drop of Thursday 16, offered another starting point to speculate on the news: in the graphics of one of the sweatshirts the cities of New York, Paris, London and Milan are listed, not by chance named Milan Hooded Sweatshirt.
Although James Jebbia‘s streetwear brand hasn’t said anything for the time being, there are fears that the COVID-19 crisis may still turn plans upside down. The next few months will probably be the worst time to open a store, especially since it is Supreme which could cause the famous campouts.
The most likely hypothesis is that the opening is postponed until after the summer, but it is not excluded that the brand will retrace its steps by temporarily or permanently renouncing the opening of the store. Unfortunately, the approach of consumers to fashion will change and the end of the era of the Hype of which Supreme has been the leading brand could also arrive. Although at the beginning of April he made himself known for the co-lab with the Italian car manufacturer Lamborghini.
It is still early to speak, but the first steps of a fashion that wants to slow down and change, already struggling (let’s remember Giorgio Armani’s appeal in the outburst letter written to the WWD last week).