The Italian sustainable jeans brand Blue of a Kind has opened its first store in Milan, at via Capelli 3, in the future-minded area near Corso di Porta Nuova just near the futuristic city area of Piazza Gae Aulenti.
Although the label has often collaborated with brands and fabric manufacturers producing limited edition capsule collections, through this store it only offers a Blue Of A Kind complete total look collection. “By opening this shop we aim to show our own brand’s identity,” explained Consoli. “We are based in a great location as our neighbors include prestigious brands such as Margiela, Chiara Ferragni and Moschino. Despite this, our store communicates a message that is the antithesis to traditional marketing laws as our shop window don’t show products, but rather invites consumers to enter and discover the alternative business model and products behind the window pane. Along with it we remain faithful to our own DNA, and offer a complete collection made up of denim pieces, sweatshirts, jackets and T-shirts–these ones dyed with Officina+39 Recycrom sustainable dyeing substances–all made by disassembling old items giving them a new life in the shape of some new outstanding ones.”
Blue of a Kind is taking this new step by sharing its strengths with Coima, a specialist in investment, development and real estate with an integrated approach of ESG impact, to further strengthen the already taken green direction as part of the Porta Nuova project.