Founded in Valencia in 1962, Lois became a hugely popular denim brand across most Western European countries in the 1970s, but resonated especially well with Dutch youth and their non-conformist lifestyle. But due to an increased competition with a better sense of style in the following years, Lois gradually faded into total oblivion. The brand was relaunched in 2017 by a new licence holder and creative team based in Amsterdam, and even spawned Lois Galería Uno, a retail space on the premises of its headquarters in the city’s increasingly fashionable De Pijp district. And now, coinciding with the release its newest collection, a second retail space has opened in global fashion capital Milan. The shop occupies the lofty ground floor of a five-storey residential building on Via Madonnina, a quiet pedestrian street just off Piazza del Carmine, and features an interior design loosely inspired by Italy‘s rich cultural legacy. Arched windows with ornate metal framework allow in floods of daylight, while revealing to passers-by an understated contemporary setting embellished with a carefully sourced range of Italianate objects, paired with a curved sofa sofa, stuccoed walls and a straw-clad ceiling, and just as the store’s name, it’s intended as a firm nod to Lois‘ Spanish roots.
Galería Dos
Via Madonnina 15 (Brera)
20121 Milan
Mon 12pm-7pm
Tue-Sat 10am-7pm
Sun 10am-7pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
