END. x Adidas marks Milan anniversary, store offers halo effect for Italy ops

By

Sandra Halliday

Published
March 28, 2024

British luxury retailer END. continues to be hugely active on the collaboration front and is marking the first anniversary of its arrival in Italy — via the opening of its Milan store — with an exclusive Adidas link-up.

It has partnered with the sports giant to “reimagine the iconic ‘Milano’ sneaker, originally introduced in the 1970s as part of the lauded City Series”.

The END. x adidas Made in Germany Milano sneaker “pays homage to the rich cultural heritage of Milan, embodying the city's essence through refined craftsmanship and subtle design elements”. 

Previous collabs have focused on cities such as Berlin and Paris and we’re told “this exclusive release embraces a minimalist aesthetic, accentuating elevated detailing and premium materials”.

Each pair is made of white leather with gold foil detailing and is limited to just 500 pairs globally. They’re individually numbered and retail at £200.

Launching its store in Milan was a bold move for the retailer that’s still relatively small-scale compared to some of the big names that have flagships in the city. 

But the three-storey space in the city centre is undeniably bold and the company said in its first year it has “cultivated a loyal following” that has helped the brand more widely in the country.

CEO Parker Gundersen said: “The opening of our first international retail statement in Milan was an exciting step for END. It’s been incredible seeing the customer response and the overall halo it has had for our brand in the region. It’s really humbling to speak to customers and find out they’ve travelled from all across Italy just to experience END.”