Care Label, the Italian denim brand founded by Leopoldo Durante, Enrico Gallo and Lapo Elkann in 2007, has opened its first monobrand store in Milan’s city center. It is opening on Corso Venezia 45, the same location as the headquarters of its parent company, Italia Independent Group.
The flagship store came from the idea to create a physical space that’s a reflection of the Care Label product. Architectural studio Changedesign designed the store with natural leather details, rivets and buttons, and selvedge-like graphics on the floor’s ceramic tiles. The store will also display rolls of denim fabric that customers can browse to make requests for custom-made jeans.
Accompanying the store’s opening, Care Label will release the women’s collection for F/W 2015, designed by Augusta Romano, a denim industry professional for over 25 years.
Care Label is currently sold at 500 multibrand stores throughout Europe. They make 40 percent of their sales in Italy and 60 percent of sales in Europe, and they are also expanding to Japan, Scandinavia and China.