Street culture is a massive phenomenon that has been influencing not just music for decades, but also art, sports, and, of course, fashion. Among the pieces that have greatly contributed to the expansion of urban style, up to high fashion catwalks, we undoubtedly find sneakers. No longer limited to sportswear, they are a statement of contemporary style and will be celebrated on October 5th and 6th at an exclusive event in Milan that will bring together street artists, fashion, and live performances at Fieramilanocity. This is Plug-Mi, a new format that embodies and tells the many facets of metropolitan culture. Pavilion 4, like a gigantic agora, will give voice and life to a 360-degree live experience where the most prestigious brands in the sector can directly engage with a fluid, multifaceted target audience attracted to style and athleticism. Radio 105 will animate the event’s central stage where rap and trap artists, along with workshops, talk shows, and tattoo, skate, and basketball performances, will perform. Among the special guests of the event are artists such as Elodie, Chadia Rodriguez, Beba, Dani Faiv, Jack the Smoker, Hell Raton, Luchè, MamboLosco, and Quentin40, who will perform live and meet fans.

The main partner of Plug-Mi is none other than AW LAB, the trend laboratory and temple of sneakers that will present its STYLE CUBE, a HUB that will host live music performances and events designed to create value and make their visitors protagonists. Also present at the event are all the big names in the sector, including Nike, adidas, and PUMA, as well as more niche and sought-after entities that daily contribute to the growth of this sector of the fashion industry, starting with the apparel partner Dolly Noire, an urban clothing brand founded by four ’89s who will dress the Plug-Mi crew for the occasion. Among the various highlights, the Tailor Shop on tour by LEVI’S®, where it will be possible to customize clothing and shoes from the brand with specialized tailors, will not go unnoticed. This major event dedicated to street culture stems from an idea by Fandango Club, which fits into a market trend that is experiencing strong growth and development: it’s worth noting that Italy is the country in Europe where more shoes are purchased on average: in 2017, almost 30 million sneakers were sold. Furthermore, numerous novelties will be unveiled during Plug-Mi, whose tickets are on pre-sale until October 4th.

READ ALSO:

Sneakers, reissues not to be missed

Sneakers waging war on plastic