i: dress out of the box

photos by Giulia Agostini

It seems to be impossible that as a so normal person as Sergio Dal Bressa could design such a shop like "i" in via Tortona 12.

Basically, "i" is parallel to the mainstream system. As he saw the possibilities of a new fashion market, he decided to open a store oriented to a different kind of customers. Indeed, his clients are not fashion victims, fast-fashion buyers or vintage and revival characters but rather someone who is looking for something new, unexpected and personal.

Research, surprise and personality are the guideline. That's why each part of the store is personalised from the lightining to the texture of the floor, even though it seems to be minimalistic.

After this experience in via Tortona, Sergio made up to open in few days in Corso di Porta Ticinese a new shop based on the concept of "i". The problem seems to find a good name: some suggestions?

i
via Tortona 12
20144 Milano
i.milanotortona@yahoo.com