PLUG-MI the new sneakers and urban culture event

Last weekend in Milan took place the second edition (the first official with the new format) of Plug-Mi.
An event dedicated to urban culture and street style, where sport meets with music, fashion and art
Those who are wondering if streetwear is still one of the main fashion trends will find the answer at Plug-Mi.

The event, created by Fandango Club, was realized in collaboration with MICAM and Fiera Milano.
Main partner of the event, AW LAB, trend laboratory and main amplifier of the women’s retail revolution in the sport industry.
During PLUG-Mi, AW LAB presented its STYLE CUBE and signed several events dedicated to customizing the most exclusive clothing and sneakers in collaboration with adidas.

Over 30 brands exhibiting that presented previews of exclusive collections, limited editions and the latest industry news.
All the big brands like Nike, adidas, PUMA and Levi’s with his Tailor Shop on tour, where accessories, shoes, jeans, shirts and trucker jackets could be purchased and customized with tailors, gathered together under the same roof.
More niche brands also joined the event, such as the apparel partner of the show, Dolly Noire, an urban clothing brand Made in Milan, founded by four guys born in ’89, which presented the new collaboration with the Supra footwear.

Or the master craftsmen of Mundus Hub, which carry out the concept of “handcraft making”, customizing existing sneaker models according to the client’s requests and style, creating unique collector’s items like the collab with the designer Pierre-Louis Mascia or Biffi Boutique and with… Porn Hub!

Workshops, talks, 15 live shows and DJ sets entertained visitors during the two-days event that aims to bring brands closer to their consumers, following the evolution of a market where personalization and brand experience are becoming one of the most relevant marketing tools.
In a study realized by the research company NPD Group, it’s showed that in 2023 the global market for sneakers will exceed 115 billion dollars of value, only in Italy in 2017 almost 30 million sneakers were sold for a total income of over 1,200 million euros.
Considering that sneakers business is also one of the sectors that registered the greatest number of collaborations and limited editions in the past two years, it is not so difficult to suppose that in the next years the phenomenon will grow.

A short gallery here below, will disclose a little more about this new show!


About Ambra Farioli

Researcher and innovator, founder of Brand Licensing Studio, a creative consultancy agency specialized in licensing, branding, art, heritage brands, and content marketing...