SHOE has opened its first flagship store in Milan, situated in the heart of the Brera district. The two-level store is rooted in the brand’s colors, codes, and tradition and introduces a dynamic and sensorial place, the perfect synthesis of clean design and Italian heritage. Light is a dominant element. The entrance featuring two windows in front of the street creates a sense of openness between inside and out. An orderly and fluid atmosphere, sometimes hypnotic. When inside, neutral and rough walls highlight the available surface. At the same time, steel furnishing elements, robust volumes, and fuchsia details evoked by the central counter and the dressing room create a visual and material contrast with the surrounding environment.

Founder and CEO Marco Samorè is a young designer born in Forlì who has channeled his passion for art and sport into an easy and informal aesthetic, freeing the garment from any gender and demographic target. ‘SHOE was born to be a welcoming space where you can move around without restrictions,’ says Samorè from the new flagship store in Milan. ‘SHOE is for everyone. It conveys a sense of inclusion and limitless beauty, encouraging everybody to feel good and relaxed’.
This vision follows the brand’s manifesto

 Inspired by Everyday People Led by Everyday Life.

The brand’s hero product is the classic jogger pants interpreted every season in many colors and styles to effortlessly combine with hoodies, T-shirts, shirts, and accessories such as classic tubular socks and the logo beanies. Alongside the unisex line and the organic cotton T-shirts, SHOE has invested in a sustainable route planting trees worldwide and developing packaging made with 40% recycled plastic. In addition, down jackets and swim shorts come in 100% recycled plastic bottles featuring REPREVE technologies. The next step is to recycle and reuse old clothing and fabrics, thinking of the new flagship as a collection point.



SHOE has just launched MILAN SERIES to celebrate the new flagship store featuring periodic drops available exclusively in-store and at The series includes unisex T-shirts, hoodies, and crewneck sweaters in black and white featuring the PLUS symbol that expresses all brand values – ethics, aesthetics, inclusiveness, and sustainability – enclosed in the Milan Cathedral frame, the Duomo. Make sure to visit the new flagship on your next Milan trip. The store is open from Monday to Sunday in Corso Garibaldi 16, Milan.See you soon!