Miss Sixty is on a retail roll. The Italian denim brand opened a new flagship last week on Milan’s Via Montenapoleone, the heart of the city’s luxury shopping area.
The kitschy futuristic space, with its sunshine yellow Plexiglas fixtures, cream shag carpet and steel columns, stands out from superslick neighbors Yves Saint Laurent Rive Gauche and Valentino.
“The reason we decided to open a store here is because we like to have fun. We’re curious,” said Wicky Hassan, founder of parent company Sixty SpA and president and creative director of Miss Sixty. “We’re close to those really high-end brands, but what’s fun is if we dress those girls who like to dress high end but do so in a playful, ironic way — almost like a doll.”
Hassan said he laughed when he first considered the two-level location but decided to go for it.
“I said, ‘We’re not Gucci or Prada, what are we doing?’ ” Hassan said. “Then I figured, if we respect the street and go about it in a certain way, then we could pull it off and have fun while doing it.”
To inject a bit of exclusivity, Hassan developed a special 12-piece flash collection for the shop. The Re-Mixx Sixty collection consists of vintage, numbered items that were created by mixing together pieces from both the Miss Sixty and Energie lines.
Hassan, meanwhile, said the group was close to signing both an eyewear and perfume license for the Miss Sixty brand, but declined to say with whom.
For 2003, the company is predicting double-digit growth, with sales expected to reach $745.4 million, or 650 million euros, compared with $653.7 million, or 570 million euros, last year.
The company’s aggressive retail rollout is still in play with several stores slated to open by the end of the year, including doors in Los Angeles, Miami and Paris.
Next week the company plans to open its first U.S. unit featuring both women’s Miss Sixty and men’s wear Energie brand in San Francisco’s Union Square. That three-level, 8,000-square-foot location is to open Oct. 2 and will have an architecture that in many ways reflects the modern feel of the new Milan flagship.The store will be built around a central atrium surrounded by tiny mirrors, to give a kaleidoscopic feel. The store’s ground level will feature men’s products, with women’s apparel on the top floor. The second level will stock footwear and accessories.
Altogether, Sixty SpA manages eight brands, including the Killah junior line and Sixty men’s line. As reported, the company during the next few years plans to begin introducing more of its brands into the U.S., which would give it a chance to grow sales while keeping distribution of its various labels somewhat exclusive. The next brand the company plans to roll out is Decauville jeans.
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