Mic Boutique brings Asian brands to Brera Milan

French Fries magazine

On the streets of Shanghai, it is increasingly common to see teenagers and twenty-somethings sporting white T-shirts emblazoned with “Supreme” logos, hoodies with exaggerated lengths made popular by Vetements, and the restrained, monochromatic urban aesthetic of brands such as Off White.

The merging of designer fashion and streetwear is a worldwide phenomenon, but in China the lines between high fashion, fast fashion, niche brands and youth culture are blurring at breakneck speed.

Wei Gong is the founder of Milan-based multi brand store Mic. He says that in 2000 there wasn’t a much of a streetwear “scene” in China.

“Fast-forward to 2019 and I think the market has become more mature and more receptive to streetwear and now when we go to China, or even Hong Kong, it’s cool to see people creating and expressing themselves in this format,” he says. “Most of the people who come into the store are very interested and curious to know the newest, coolest stuff so I think that’s the profile – people who have a keen interest and want to express themselves in an alternative space.”

The store is officially opening on the 18th of May on Via Tivolli 8 with brands like BanuAndrea CrewsIh Nom Uh NitNocao ProjectSacaiYuan FangDentalpinsLeonsenseYujied HatsFunBentrill. with price points from 100 to 350 euros.

FF Magazine