MILAN — American outdoor brand Filson, which since 2021 has been distributed in Europe under license by workwear company WP Lavori in Corso, has secured a permanent spot on Milan’s central Corso Garibaldi.
Covering about 2,150 square feet, the boutique is decked in light wood in a nod to the natural landscape of the state of Washington, where the U.S. brand is based and echoing the blueprint of Filson’s European retail network, which debuted last year in Italy’s tony ski resort Cortina d’Ampezzo.
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The store is furnished with memorabilia referencing the history of the American brand, founded in Seattle in 1897 to outfit prospectors headed for the Yukon region in Canada. It has evolved into a workwear label known for its durable and high-quality outerwear and accessories.
“We decided to open the Filson flagship store in Milan, because it is the most international city in Italy, as well as the one most connected to new trends, fashion and lifestyle in Europe,” said Cristina Calori, the owner of WP Lavori in Corso. “Today’s fashion is increasingly linked to the world of heritage and workwear that Filson represents.”
In addition to the signature menswear collection rooted in its outdoorsy DNA that has won over celebrity fans including Ryan Gosling, Chris Stapleton and Jon Hamm, among others, the Milan store is to carry the recently launched womenswear line, as well as footwear from Filson’s collaboration with Birkenstock, which debuts Tuesday online and at the Milan and Cortina d’Ampezzo stores.
The capsule collection is composed of three styles that evoke Filson’s Americana, rustic and somewhat rugged spirit. They include the London Methow, a low-top slip-on featuring an adjustable buckle and strap, the Lahti hunting boot crafted from Filson’s signature Mackinaw wool and the Skykomish utilitarian boot, a mixed-media design with a textured rubber mudguard.
In addition to Filson, WP Lavori in Corso counts seven brands in its portfolio, some of which it owns while others are licensed or for distribution. They include storied British outerwear labels Barbour and Baracuta; the Tasmania, Australia-based shoemaker Blundstone; American shirtmaker B.D. Baggies; luxury knitwear brand Avon Celli, and apparel company Spiewak.
