THE COOLNESS SOCIETY: a few words with Elvio, owner of this Milan shop devoted to the "Casual Style"
WE HAVE BEEN WORKING WITH THE COOLNESS SOCIETY IN MILAN FOR 10 YEARS NOW. LET'S EXCHANGE A FEW WORDS WITH ELVIO, THE SHOP OWNER...
HI ELVIO, COULD YOU GIVE US A LITTLE INSIGHT INTO THE COOLNESS SOCIETY? FIRSTLY, HOW DID U START, AND WHAT ARE YOUR MAIN GOALS?
"WE STARTED OUR PROJECT IN 1998 ON THE BASIS OF A PRE EXISTING EXPERIENCE. OUR STORE IN MILAN GREW VERY QUICKLY, AND ALSO GAINED POPULARITY AMONGST ITS FOLLOWERS. OVER THE YEARS WE HAVE BECOME A "SCENE" LANDMARK NATIONWIDE, AND HAVE ALSO GAINED A VERY GOOD FOLLOWING FROM OVERSEAS TOO! THERE ARE ENGLISH PEOPLE IN THEIR FIFTIES WHO STILL BELONG TO THE VERY SCENE WHICH IS OUR MAIN SOURCE OF INSPIRATION. THEY ARE AWARE OF WHO WE ARE, AND APPRECIATE WHAT WE DO AND OFTEN COME TO VISIT US. TODAY, COOLNESS IS NOT ONLY A MULTI BRAND STORE, WE ARE ALSO DISTRIBUTORS. OUR MAIN GOAL IS TO ENSURE THE LONGEVITY OF OUR BRANDS, AND TAKING CARE OF A DECENT AND RELIABLE DISTRIBUTION."
WHAT KIND OF BRANDS ARE MORE LIKELY TO BE INCLUDED IN YOUR STORE?
"BRANDS OF QUALITY OF COURSE!, BUT NOT ONLY THAT, OUR BRANDS MUST BE ABLE TO SPEAK FOR THEMSELVES. HERITAGE, IDENTITY, AND STYLE MUST BE THEIR MAIN FEATURES! SOMETIMES BRANDS HAVE SOMETHING TO SAY, NOT BECAUSE OF THEIR HISTORY, BUT DUE TO THE "PROFILE" OF THEIR OWNERS. IN THIS CASE THEY CAN JUMP ON BOARD."
HOW WOULD YOU DESCRIBE TO YOUR CUSTOMERS WHAT THEY WILL FIND WHEN THEY ENTER COOLNESS?
"PEOPLE THAT VISIT COOLNESS ARE NOT JUST LOOKING FOR A PIECE OF CLOTHING. THEY ARE ALSO LOOKING FOR SOMETHING STYLISH BEFORE IT BECOMES MAINSTREAM."