WHITE Milano FEB 2015

AW LAB is the Italian reference retailer for sport-style. AW LAB offers an extended collection of sneakers of the most famous international sports brands and an assortment of exclusive editions made in collaboration with them. The proposal is completed by a collection of clothing and accessories of the leading sportswear brands.
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The White Trade Show is taking place in these days in the Milan Tortona Fashion District.
An event of major importance for the fashion world, to find out the new trends and hunt out new brands and emerging designers. An international showcase that is becoming increasingly rich.
At AW LAB, we decided to investigate and here are the most interesting things we found out, with special focus on all the streetwear proposals, of course.
Let’s start with the sneakers. We tracked down some of the most interesting brands, including Loser.
Perfectly recognizable even without a logo, thanks to their signature V-shaped rubber  on the upper, reminding us of the design of geta clogs, the traditional Japanese thong sandals.

Loser Shoes
Loser Shoes
The roots of the inspiration for these shoes date back to the 18th century, during the Edo era of the Japanese history. At the time, the rule of the Tokugawa clan imposed a very strict dress code. Only brown and grey could be worn. To compensate for this restriction, those outside the Samurai caste focused on the interior of their kimonos, embellishing them with extremely precious details.

Another brand that will become the talk of the town, in our opinion, is: Moa, acronym of Master of Arts. Apparently simple, with classic shapes like running, slip-on and adidas superstar remastered with completely unheard-of textures and patterns.
The remastering is truly special, with different lines such as the Diabolik line, famous movie quotes and prints of some of the most peculiar buildings, like the Centre Pompidou in Paris.

MOA - Master of Arts shoesMOA - Master of Arts shoesMOA - Master of Arts shoesMOA - Master of Arts shoesMOA - Master of Arts shoes

As for clothing, Champion Europe, market leader in sportswear, surely deserves special attention. Al White presents an extraordinary re-use of off-cuts, such as Terry and Jersey, bringing to light the “Junk De Luxe” collection: the materials, reinterpreted in a minimal design, are remastered to create over and draping volumes, enhanced by cold-dyeing accentuating surface irregularities with shadows and faded effects.

Champion apparel

Champion apparel
What caught our eyes was the large use of bright colours and lots and lots of references to the pop culture. As for accessories, a very young brand is well worth mentioning: Steve J. With its bags in a tribute to 1950s American pop art. Memories, images, graphic aspects, colours and cartoons, visions that today find their way back to us through the ironic interpretation of a chic, original and contemporary fashion item.

Steve J. Bags

And finally, Save My Bag: a collection of marvellous bags in poly-lycra 100% Made in Italy. Practical and trendy, Icon is available in a rich palette of bright colours.
Unbelievable!

Save My BagSave My BagSave My BagSave My Bag

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