Two days of events, including store openings and social runs. Fessura arrives in Milan, bringing technology and the Dual Mode philosophy. The models combine performance and lifestyle, accompanying every step. On February 27th and 28th, we experienced two days that perfectly embodied this balance, between discovering the new flagship store and sharing movement with the community.
To celebrate the opening of the new space and create a strong presence in the city, the low-sugar energy drink Fessura was created, strictly purple, and sent as a special invitation to the opening. A can evoking the brand's energy and its signature color, it was sent as an invitation to the opening and also distributed to those passing by the store.
The new Fessura flagship comes to life in Milan
On February 27th, we officially opened our Milan store on Corso di Porta Ticinese, at the Colonne di San Lorenzo. The event was a convivial occasion, filled with conversation, exchange of ideas, and music selected by DJ Nicola Torresi, who helped create the perfect atmosphere to discover Fessura's new space in the city.
It was also the occasion to present the SS26 collection, featuring Race01 , GSR , and New Change , showcasing the models' technologies and how the sneakers interpret both urban lifestyle and athletic performance. The store is more than just a point of sale: it's a place to experience the Fessura world, discover design details, and immerse yourself in our vision.
Purple invades Milan: Fessura X Running Rebels
On February 28th, purple ran through the city streets. A Social Run, organized in collaboration with Running Rebels, saw over 100 people run through the fashion district, starting from the White event at Superstudio and passing through some of the city's most iconic landmarks, ending with a pit stop at the flagship store.
To make the race more engaging and suitable for everyone, participants split into two groups at different paces, sharing the experience of running together and discovering the city step by step.
It was a day that combined sport and lifestyle, showcasing the more dynamic side of a purely fashion context and demonstrating how these two worlds can coexist and complement each other perfectly.
Milan marks the starting point.
These two days are just the beginning and represent a key milestone for Fessura, which continues to grow in Italy, a strategic market for spreading the Dual Mode philosophy worldwide. The brand doesn't just create sneakers: it accompanies those who wear them throughout the day.
The flagship store thus becomes a base of operations, a place to meet the community and directly exchange ideas and inspiration. Milan, a city of style and movement, has proven to be the ideal stage to showcase our commitment, our passion for sneakers, and our desire to build an increasingly broader and more inclusive community.
