Fashion and good wine come together in Milan's Via Solferino, where the Slowear men's store is recast as an experiential lounge, honoring Italian tailoring and evoking a wine-growing journey through ten of Italy's most excellent labels.
Opened in 2010, the Slowear store in Via Solferino no. 18 has long been one of the destinations for those looking for elegance and refinement in the heart of Brera, Milan's district known for its sophisticated and bohemian atmosphere. Today, thanks to a radical restyling, the space presents itself with a completely renewed identity, ready to redefine the very concept of shopping, transforming it into an experience that celebrates fashion, design, and life's passions. And high among those passions is wine.
Slowear has always had a unique approach to retail, considering it not only a commercial opportunity but a means to create authentic connections with its guests. It is no coincidence that the location is not conceived as a simple store, but it is a living room in its own right. At Slowear, our visitors are not customers, but guests welcomed in a space designed to make them feel at ease, surrounded by 1950s- and 1960s-inspired decor and architectural details that reference 19th-century Milan, such as the wooden ceiling, the exposed brickwork and the arched vaults. The fluid and sinuous floor, with its refined trichrome of blue, cream, and coffee, accompanies the visitor on a path that is not only aesthetic, but deeply sensory. This experience is also reflected in the cover of this issue of the magazine, which portrays the venue's geometries and colors.
At the heart of this transformation, however, is an element that goes far beyond fine dress: the wine cellar. Perfectly assimilated with the furnishings, as if a natural extension of the domestic space, it houses limited-edition wines selected in collaboration with Be.Come, the exclusive wine club founded by Alessandra Montana and Gabriele Gorelli, Italy's first Master of Wine. As already pointed out in the interview with Gorelli, each bottle is the result of painstaking research, a journey that crosses Italy from north to south, taking in extraordinary regions, traditions, and grape varieties. From the elegant whites of Friuli Venezia Giulia to the intense reds of the Italian islands, each glass tells a story, expresses a terroir, reveals an emotion.
The combination of fashion and wine is not new to Slowear. Already in 2019, the opening of the women's store (a few windows down the street) introduced the Franciacorta Bar, a corner dedicated to celebrating wine and its rituals. With the restyling of the men's store, this vision evolved, offering not only an excellent wine selection but a truly embracing experience. The wine cellar, more than a point of sale, is a symbol of conviviality and slowness, an invitation to take your time to savor what life has to offer.
This idea is reflected in every detail. It's not just a place where you buy clothes – which, remember, represents Italian sartorial excellence, including Zanone knitwear, Glanshirt shirts, Incotex pants, and Montedoro outerwear – but a space where the customer is involved in a broader narrative, as evidenced by ten issues of this publication.
Overseen by Carlo Donati Studio, the spatial design tributes Milan and its manifold artistic influences. The soft lines and flooring color scheme evoke the works of Francesco Somaini and Caccia Dominioni, while the furniture pieces are inspired by Burle Marx's graphic landscapes. The original structural elements, such as the wooden ceiling and exposed brick, harmoniously interact with the interior's modernity, creating a sophisticated yet cozy environment.
But the true beating heart of the store is its central lounge. Designed to host events, tastings, and presentations, the space perfectly embodies Slowear's idea of welcoming guests as long-time friends. Here, while enjoying a glass of wine and a conversation, the purchase becomes almost a secondary moment, a spontaneous experience grounded in the natural pleasure of discovery.
The goal is clear: to restore the brand's pivotal role in a cultural model that celebrates quality, durability, and, above all, time. In an age when everything seems to be accelerating, Slowear invites you to cut the speed, stop, and live in the moment. Whether through a perfectly packaged suit or a glass of fine wine, the message is the same: beauty lies in the details, and the time spent enjoying them is the most valuable of investments.
The Slowear men's store is not just a store. It's an experience, a place where fashion, wine, and design meet to tell a unique story. It's an invitation to rediscover the pleasure of beautiful things, crafted with care and designed to last. A corner of Brera where time stands still, and all that matters is the here and now. Together.