Pantofola d’Oro Opens a New Concept Store in Milan
A experiential space dedicated to football culture, created in collaboration with Aretè Showroom. Pantofola d’Oro, the historic Made in Italy brand symbolizing artisanal excellence in the world of football, announces the opening of a new concept store at the end of May in Milan, at Via Seneca 4. Developed in partnership with Aretè Showroom, the project is conceived as an experiential space of approximately 100 square meters, designed to showcase the brand’s identity and its deep connection with football culture, transforming the store into a true meeting place for enthusiasts, collectors, and industry professionals.
The store will offer a comprehensive overview of the Pantofola d’Oro universe, with a focus on its football collections – the core of the brand – including iconic models such as Lazzarini, Superleggera, Superstar, and Epoca, alongside more contemporary styles like New Star and Modena. The offering is completed by a selection of lifestyle collections and apparel that extend the brand’s aesthetic and artisanal quality beyond the pitch, while maintaining a strong connection to its sporting DNA and Italian tradition. Limited editions and special collaborations – distinctive elements of the brand – will also be featured.
The official opening will be accompanied by the presentation of the Thebe Magugu x Pantofola d’Oro capsule collection, which merges Italian artisanal heritage with a contemporary vision, resulting in a proposal that blends fashion and football as a global language of identity and inclusion. Inspired by street soccer, the collection combines uniforms with African references and symbolic details with both technical and lifestyle footwear. A project that celebrates football as a universal cultural expression, opening a new chapter for the brand between past and future.
Following the launch, the concept store will become the beating heart of a dynamic program enriched by exclusive drops and dedicated experiences. Highlights will include the “Su Misura” events, held every two weeks, offering customers curated, personalized experiences with the opportunity to book exclusive sessions for custom footwear design, guided by experts and tailored to individual needs and style. The calendar will also feature new capsules and collaborations, including those with Panini, Tacchettee, and Sangi.
“We wanted to create a store that becomes an experience and tells a piece of the history of Made in Italy football. Today, in Milan, there is no place entirely dedicated to football footwear with this level of depth and authenticity: Pantofola d’Oro aims to become a point of reference for enthusiasts,” says Kim Williams, CEO of the brand.
Founded in 1886 in Ascoli Piceno, Pantofola d’Oro preserves a unique heritage that still lives on today through artisanal production capable of combining tradition, quality, and innovation. With this opening, the brand strengthens its position in the contemporary landscape, bringing to Milan a project that bridges past and future.
The Story of Pantofola d’Oro, Pantofola d’Oro, the historic Italian luxury footwear maison, celebrates 140 years of excellence with the reissue of a legend: the Superleggera Classic. The name “Pantofola d’Oro” was coined by John Charles, the Welsh Juventus top scorer, who, upon trying on the shoes, exclaimed: “They’re more comfortable than my slippers!” It all began with Emidio Lazzarini. The son of shoemakers from Ascoli Piceno, he was an athlete who had traveled the world before taking over the family business. Finding traditional wrestling shoes too rigid, with studs and hard leather, he began using softer materials, achieving immediate success. The best Italian footballers turned to him for custom-made boots. But Pantofola d’Oro is not just about football. Lazzarini applied the same care and craftsmanship to other sports such as rugby, and later tennis, basketball, golf, and cycling. When sport increasingly became a business and Lazzarini’s craftsmanship suffered, Kim Williams and Massimo Ubaldi stepped in, betting on the brand and reviving it with two football shoe models from 1950 and 1956, adapted for leisurewear. The response was unexpected. Suddenly, those shoes appeared in the windows of the most prestigious stores in the world. Tradition became trend. The iconic Superleggera evolved into the Superleggera 2.0 (weighing just 175 grams), ushering football into a new era where quality and speed merge. Lighter and more comfortable than ever—designed for footballers and beyond.
All images Pantofola d’Oro Opens a New Concept Store in Milan by the brand. PR Agency Guitar PR Milan.