Topic

Retail

The last hundred metres of the economy, repeatedly reinvented.

All briefs10

10 Corso Como

A retail institution that treats fashion like art—and art like inventory.

A brand that stopped selling shotguns and started selling exclusion as atmosphere.

Retail as authored chaos—not neutral platform, not boutique, not department store.

Fiorucci wasn’t a brand — it was a voltage regulator for global street style.

J.Crew is a typography-driven sales system dressed as a clothing brand.

Proenza Schouler is not a designer brand — it is a calendar pivot dressed as clothing.

The department store was built for women to walk alone—and it succeeded by making commerce legible, not luxurious.

Athleisure is not relaxation—it’s rearmament for daily life in technical fabric.

Banana Republic didn’t make clothes — it repackaged war.

Van Noten sells every garment he shows—no couture, no ads, no exceptions.