MILAN — Cult streetwear retailer Slam Jam and Our Legacy Work Shop, the eponymous Swedish label’s retail/experimental project, mark Milan Fashion Week with ‘Dream Market’, a two-day festival of all things artisanal, recycled, niche and local.
The two will unveil a full program of events and workshops on Saturday and Sunday at Slam Jam’s Milan home, Spazio Maiocchi, inviting industry members and consumers to discover under-the-radar companies with mainstays such as Nike. and Stüssy, each contributing to a project. aimed at exalting craftsmanship and know-how.
“We have had cooperation and a beautiful dialogue for several years and we are trying to do physical activation – it has been difficult to do during COVID-19 – to activate Milan and provide a space where there will be unexpected crossings. pollination between all businesses and communities,” said Our Legacy founder Jockum Hallin in an exclusive joint interview with Slam Jam’s Luca Benini.
He described the gathering as a music festival, with each company contributing their own “music” to “create a beautiful sound”. Boasting Italian know-how in different fields, which has always fascinated him, Hallin said the concept showcases local excellences while bringing an international vibe, thanks to the two organizers.
The two-day event, a first for the city, reflects the bustling energy of Milan, after design week ends on June 12, and as it prepares for menswear week, which has attracted big-name international names, including last season when brands such as 1017 Alyx 9SM and JW Anderson showed in the Italian city.
“It’s great and proves that showing in Milan isn’t just for the big brands,” Benini said. “I think Milan have a real chance to become more and more relevant on the European stage,” he said.
“It’s an amazing opportunity for us to be part of Milan’s ‘rebuild’,” Hallin said.
In keeping with Our Legacy Work Shop’s sustainable focus, the Dream Market program includes projects showcasing environmentally responsible techniques and processes. For example, the industrial washing and dyeing company from Modena, Tintoria Emiliano, will present its most advanced dyeing techniques. Naples-based store Pezzi has sourced white-only vintage clothing from the 1960s and will arrange them like a tower asking artists to apply their techniques and create a shared work of art, while Morbido Vero will share the secrets of designing and making the rugs.
According to Benini, the green ethos of the project reflects a contemporary penchant for responsible consumption.
“I think the younger generations are much more into it. In some ways, I feel like the industry is overusing the word sustainability… It’s better to say less and do more,” he noted. “It was really different for my generation, we didn’t know much about sustainability.”
There will also be room for other creative media. Blumservice, for example, will offer workshops on creating flower arrangements using only flowers found in nature, Spacedelicious will collect baked goods, wine and other food and beverage products from local bodegas, while the company Parisian running gear company Satisfy Running will organize a morning and night run for all participants wishing to challenge the sunny streets of Milan.
“It’s about being able to make a connection, to connect the dots between businesses that are very different, but together create what we consider to be a beautiful way of life,” Hallin said.
As part of the event, Our Legacy Work Shop will set up a pop-up at Spazio Maiocchi selling small capsule collections developed in collaboration with participating companies.