On the occasion of WHITE MAN & WOMAN, opening at Ex Ansaldo | Base in via Tortona 54, WHITE STREET MARKET is being launched as an innovative and unique format for the Italian scene and designed for companies in the sportswear and streetwear world. The first Fashion and Street Culture Festival was born in Milan, which will bring together buyers from all over the world for Milan Fashion Week and the final public.

WHITE STREET MARKET represents a great opportunity for sportswear and streetwear companies that can meet buyers and consumers, and sell directly to consumers. Not only collections, but workshops, exhibitions, showcases and musical events will animate the Tortona Fashion District. The special format has been developed by WHITE together with two of the most qualified partners in the streetwear sector: Paolo Ruffato founder of Probeat Agency – the most authoritative PR agency in the street & fashion world, and Walter D’Aprile, Co-founder & CEO of NSS factory , digital media agency specialized in the world top street sport & fashion. This showcase / happening formula has attracted the attention not only of big companies like Adidas Originals, Sergio Tacchini, G-Shock, Patagonia, but also independent labels like Gabber Elegance, Fair Play La Martina, White Walls Worldwide to give life to a brand mix in line with the DNA of WHITE

Worth adding: Adidas Originals takes part in WSM to present a new preview silhouette inspired by the collective memory and perfected thanks to a mix of technologies.
The installation – created ad hoc for WSM – is an immersive experience in the Adidas Originals brand. A journey to explore the new silhouette starting from their archives and then going through the design process.

Precisely with the aim of attracting the general public and involving the city some partners have joined, such as Club to Club, the Italian festival of reference for the electronic music, which will take care of the sound design of WHITE STREET MARKET, organizing concerts and DJ sets with some of the best international artists. Several happenings, from exhibitions photographs in collaboration with Ricky Powell, at the charity auction organized with Ground Zero Project by Massimo Sabbadin – Bad Spirit in favor of Only The Brave Foundation, which will allocate the proceeds to Onlus Little Prince.

For this first edition of White Street Market there are two guiding themes that recur among the various strategic skills and initiatives created in collaboration with the best brands and partners that have joined the project: subculture and sustainability. WSM wants to celebrate the subcultures and their ability to bring together groups of people united by one same passion. The goal is to represent the most iconic subcultures, their history, their strength and what they stand for people who have been part of. An example of this theme is the presence of the exhibition “WITHIN THE SUBCULTURES” by GETTY IMAGES, which presents a selection of precious images retrieved from the Getty Archives. Images with focus on subcultures, divided into themes: Breakdance, Punk, Surfers, Mods, Teddy Boys and Skaters.

The second theme of WSM is related to the concept of sustainability and change necessary for a sustainable coexistence that goes through the development of design and projects designed to concretely improve and preserve our planet. Between the leaders in this area is Patagonia, always in the forefront for safeguarding environment. The brand will be present at WSM with the Blue Heart campaign, one talk and one collection of signatures to give voice and help local communities protect the Balkan region from over 3,000 proposed hydropower projects and stop the resulting environmental disaster. In this regard, the brand has also launched its campaign with the hashtag #SaveTheBlueHeart #TheDamTruth. Also in the strand of sustainability is WRAD,
emerging green brand founded by Matteo Ward, Silvia Giovanardi and Victor Santiago who will be at the center of one of the different talks scheduled and will present in Tortona 27 in the exclusive international Mint Fiber, a fiber obtained from mint.

Many other actors have decided to support the WSM project, such as Radio Deejay for the radio and digital promotion, Rolling Stone that will realize live coverage on social networks and dedicated reportage and Video Games Party that will set up a gaming area where users can entertain themselves during the days marked by events, talks and exhibitions.
NABA – New Academy of Fine Arts, to finish it will be the key player on Monday 18 June of an educational training event, when the Fashion Design students will be able to learn from the real and larger fashion professionals (media, PR agencies, fairs, buyers and companies) how to set up their own brand, with the aim of outlining a real modern and successful business model. Students in the three-year period Fashion Design and MA Degree in Fashion and Textile Design NABA also, exceptionally on this occasion, will wear the garments of their collections made during the academic year.


article by Alessandro Agazzi

photo courtesy of White Street Market


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