How merch can change the future of Milan restaurants Hoodies, tees and accessories to face the crisis
For years, merch has been the primary livelihood of any band daring to venture into the world of music. More than records or gigs, tees and hoodies have always been the way fans express not only their passion but also their financial support for a band. A simple form of business, so much so that it arrived in the restaurant world in a short time, becoming the basis of the new business for all those activities, from restaurants to small shops, in difficulty between DPCM, lockdowns and orange areas.
An idea also carried forward by Converse, which together with Maurizio Tentella, a "gastronaut" from Marche and Milanese by adoption, launched the Milano Delicious project, a calendar-guide that pays homage to Milan and its most iconic culinary realities. Whether with an order on a delivery app or with a hoodie to wear during your cosy days at home, it seems that the spirit of "support your local shops" born during the pandemic has spread to Milan, bringing realities far from the world of apparel to look for a new way to resist until the next DPCM.
