STWD lands in Milan with its first pop-up store

STWD lands in Milan with its first pop-up store. Pull&Bear’s streetwear brand opens its first pop-up in Italy with two exclusive drops

On April 17, Pull&Bear opens the doors of the new STWD pop-up store in the heart of Milan, precisely in Via Capelli, marking a new milestone for the streetwear brand of the house. During the two months of activity, the space will host the launch of four capsule collections divided into two exclusive drops, as well as a program of events that will make the store a key meeting point for the urban community.

“We felt the need to create a more aspirational collection, update the brand and consolidate it in the world of streetwear”, explains Ángel Couriel (Men’s Design Director).

The 250 m2 space was created with the aim of offering an immersive and engaging experience for the customer, where the most urban and street collections are presented in a bright environment characterized by modern furniture. The central area is characterized by the presence of a cash register with mirrored walls and graffiti. The location also features a large staircase, where the brand presents two sculptures created for the occasion with the aim of integrating art into the shopping experience and connecting with the cultural world. The collection present in the pop-up is composed of four capsule collections divided into two drops, designed with an inspirational key. The two capsule collections of the first drop reinterpret the retro sport of the 90s and the college aesthetic, combining silhouettes such as mesh t-shirts, nylon tracksuits, football-inspired polo shirts, textured denim, printed Bermuda shorts or bomber jackets that hide special details, such as local references to the Milan Cathedral. “There are very particular pieces, like the real leather jacket that embodies the identity of the collection”, say the brand’s spokespersons.

The second drop evolves towards a more visual and experimental language: from the Green capsule collection, with graphic prints inspired by nature, laser techniques, flocking, faded colors and baggy silhouettes, to the latest capsule collection with grunge and avant-garde notes, in which tie-dye and photographic prints mix with frayed finishes and tighter fits.

In addition to the launch of the collection, the pop-up includes a calendar of unique initiatives that will follow during the month, thus becoming a fundamental meeting point for the urban community, Pull&Bear collaborates and supports young talents helping to give them visibility. This is how the collaboration between Pull and Davide Vavala was born, a young artist of the street and urban scene who perfectly represents the image and concept of STWD and with whom the brand is organizing a meet & greet on April 29th inside the pop-up.

This launch also consolidates the opening of STWD’s official social media channels, a new phase in which the brand defines its identity, connects with its community and expands its digital universe.