PANTOFOLA D’ORO Opens a New Concept Store in Milan.

An experiential space dedicated to football culture, created through a collaboration project with Aretè Showroom.

Pantofola d’Oro, the historic Made in Italy brand and symbol of artisanal excellence in the world of football, has announced the opening of a new concept store at the end of May in Milan, located at Via Seneca 4.

Developed in partnership with Aretè Showroom, the project takes shape as a 100-square-meter experiential space designed to showcase the brand’s identity and its deep connection to football culture, transforming the store into a true meeting place for fans, collectors, and industry professionals.

The store will offer a broad overview of the Pantofola d’Oro universe, with a special focus on its football collections — the heart of the brand — featuring iconic models such as Lazzarini, Superleggera, Superstar, and Epoca, alongside more contemporary designs like New Star and Modena.

The offering will also include a selection of lifestyle collections and apparel that bring the brand’s aesthetic and artisanal quality beyond the pitch, while maintaining a strong connection to its sporting DNA and Italian heritage.

Limited editions and special collaborations, both key elements of the brand, will also be available.

The official opening will coincide with the launch of the Thebe Magugu x Pantofola d’Oro capsule collection, which merges Italian artisanal heritage with a contemporary vision, creating a proposal that blends fashion and football as a global language of identity and inclusion.

Inspired by street soccer, the collection combines African-inspired uniforms and symbolic details with both technical and lifestyle footwear. The project celebrates football as a universal cultural expression, opening a new chapter for the brand between past and future.

Following the launch, the concept store will become the hub of a dynamic program enriched by exclusive releases and dedicated experiences. Highlights will include the “Su Misura” appointments, held every two weeks, offering customers highly curated and personalized moments, with the opportunity to book exclusive footwear customization sessions guided by experts and tailored to individual needs and style.

The calendar will also feature new capsule collections and collaborations, including projects with Panini, Tacchettee, and Sangi.

“We wanted to create a store that becomes an experience and tells a piece of the history of Made in Italy football. Today, Milan lacks a place entirely dedicated to football footwear with this level of depth and authenticity: Pantofola d’Oro aims to become a reference point for enthusiasts,” said Kim Williams.

Founded in 1886 in Ascoli Piceno, Pantofola d’Oro preserves a unique heritage that still lives on today through artisanal production capable of combining tradition, quality, and innovation.

With this opening, the brand strengthens its position within the contemporary landscape, bringing to Milan a project that unites past and future.