After London, Vans opens Milan flagship, says EMEA is key region

Vans goes all in on Italy by opening a new flagship in Milan. The streetwear brand owned by VF Corp has inaugurated a temple of street culture in the heart of the city’s arty district of Brera, at Corso Garibaldi 65. The 120-square-metre store on two levels includes an area for staging special events. Vans Brera replaces the brand’s previous store in Corso Ticinese, which closed in early 2026. It marks a major milestone for Vans, premièring in Italy the new retail concept unveiled for the first time at Vans’s West End store in London. FashionNetwork.com has spoken about the opening with Andreas Olsson, vice-president and general manager of Vans EMEA.

FashionNetwork.com: When was the new store concept born?
Andreas Olsson: The concept was first introduced in London, where we began to rethink Van’s physical retail presence in the world’s major cities. It marks a shift from traditional retail to a more experiential, community-centric approach, in which the store becomes a cultural platform.

What are the differences between Milan and London?
We wanted the concept to be flexible, so that each iteration would be able to reflect the local context while staying true to a vision of Vans firmly rooted in California. London defined the basic vocabulary, and Milan has interpreted it in its own unique way. Vans Brera’s interiors, designed by Andrea Caputo Studio, are characterised by a warmer, more expressive atmosphere, influenced by the city’s design heritage and creative scene.

Will the concept be replicated in other stores?
We’ll adopt it selectively in other major cities, whenever we’ll spot the opportunity of creating meaningful cultural venues, rather than applying it uniformly everywhere.

What’s the connection between Vans and Milan?
Vans has a long-standing link with skateboarding, music, art and the subcultures that are a natural fit with Milan’s creative milieu. As a Californian brand, we bring to each market we enter our vision of openness, individuality and creative freedom. The culture of self-expression is strong Italy, and it aligns perfectly with our ‘off the wall’ spirit.

Can you tell us about the main features of Vans Brera?
The store has been conceived as a multi-functional space combining product display areas with sections that can host installations, events and community activations. We’ve introduced design elements that express our identity, like the ceiling installation, reproducing the way the California sky keeps changing during the day.

Does the offering include capsule collections and one-off items?
Some of Vans Brera’s products have been created with Bape and Undercover exclusively for Milan, including shoes, apparel and skateboards whose design incorporates local references and Milan-style graphics. There’s also a selection of the brand’s bestsellers, from the main line and the OTW, Premium and Skate collections.

Which partner brands did you choose for Vans Brera?
We have jewellery by Nove25, fragrances by Rhizome, vinyls by Rough Trade, magazines by Classic Paris, and skate accessories by Love N Skate. Collaborations like these enable us to connect with the local scene, creating a platform for smaller brands we believe in.

Which events are you planning to stage this year?
Vans Brera has been designed to host events on a regular basis. Our programme includes product launches, creative collaborations, workshops, exhibitions and events.

Are you planning more Vans openings in EMEA?
We’re constantly on the lookout for opportunities in Italy and elsewhere in Europe, but we’re focusing on quality rather than quantity. We’re planning to stay selective, prioritising locations where we can build strong ties with our communities.

How is Vans currently doing in EMEA?
There’s plenty of positive energy around the brand right now. It’s the result of our long-term commitment to redefining our market and evolving our assortment, redesigning our hero products and infusing greater creativity and expressiveness into our designs. We’re seeing encouraging signs, and we expect to keep improving.

How much does EMEA contribute to Vans’s global business?
EMEA is a very important region for Vans, both in terms of business and cultural influence. European markets are playing a key role in shaping Vans’s performance and perception globally, giving the region a strategic significance well beyond its market size.