Sneakerness, the largest sneaker event comes to Milan
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by Laura Pacelli
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More than a fair, an event dedicated to the buying and selling of rare shoes, in limited editions, numbered, autographed, historic pieces, unfindable models, and prestigious and unique collaborations. Sneakerness finally arrives in Italy, at Fabbrica Orobia in Milan, on Saturday, October 6 and Sunday, October 7. Born from the idea of founder Sergio Muster, the festival has moved to various cities around the world over the years: Amsterdam, Berlin, Moscow, Paris, Warsaw, Cologne, Johannesburg, and Rotterdam, welcoming and entertaining over 45,000 visitors in 2018 alone. The founder shares how the idea to bring it to Milan came about, also revealing some insights about the new edition.
Why move the Sneakerness fair to Milan?For various reasons: the development of street culture among young people and the sneaker community in the city made this choice a no-brainer. Additionally, there was an immediate great synergy with our local partner, Cento Eventi.
Streetwear and urban style are increasingly influencing high fashion. How do you explain this?Recently, there have been some significant initiatives such as the collaboration between Supreme and Louis Vuitton, or Virgil Abloh’s appointment as the new Creative Director for LV Men, which brought attention to the scene. Also, the entire advertising campaign for all those limited sneaker releases made a buzz. So, for me, it was just a matter of time before sneakers stepped out of the niche and claimed their rightful place in the fashion industry.
There are thousands of sneaker collectors, more than in other accessories categories. What does this mean?Today, having one pair of sneakers in the closet is not enough. Everyone wants multiple pairs in different colors and styles. Then, when paired with the right outfit, one feels good, self-assured. The sneaker has become a fashion statement. Another reason, but not less important, is that everyone loves a new pair of sneakers, don’t they?!
Which are the most popular and sought-after models?Well, it varies significantly from country to country, city to city. In general, I’d say the “Dad shoes” (the chunky sneakers). But also adidas Yeezys and Air Max are very popular. In the US, high basketball models are also in demand.
The most eccentric collectors you’ve met around the world?Well, that’s a tough question. I have great respect for DJ Clark Kent. He has a crazy collection. Also, Kish Kash, a collector from London known for the wide variety of models.
The most famous and expensive collaboration?In terms of resale, Nike x Off White, but adidas has also had many collaborations with designers, artists, and stores.
How many pairs do you own?Last time I counted, it was around 600 pairs. But honestly, I lose count because I have a significant turnover.
Any hints about what will happen in this Italian edition?I am very curious to see how the Fashion Talks with Kish will go. For the Italian edition, Chica Popa has created some amazing graphics that will be displayed to the public. Also, don’t miss the afterparty with Highsnobiety Soundsystem.
Which cities are most “addicted”?Every city has its share of madness, but my favorites are London and Paris. After the upcoming weekend, I would also add Milan!
Sneakerness – Fabbrica OrobiaVia Orobia 15, MilanHours: 12-19 (11 am priority entrance)Tickets:Online presale1 day ticket: 10 euros + dp (pre-sale fees)2 days ticket: 12 euros + dpPriority entrance: 25 euros + dpBox office1 day ticket: 13 euros2 day ticket: 18 euros