The title of this article is deliberately provocative. But up to a certain point. It ‘s true, Milan is the capital of fashion in Italy, and perhaps, in the world, and wonderful shops are many and do battle between them to hit and excite the public.
In some cases, when the level is very high, it becomes only a matter of personal taste.Certainly Mulino Docksmart represents one of the most scenographic, unique and original spaces of the entire Lombard capital. The space of what was a real mill, where flour was produced, with all the annexed rooms and several machines still in sight, is today a large clothing store surrounded by a series of other multi-disciplinary spaces.The taste is what you can find in some of the most beautiful shops in New York, with floors made of large wooden beams as in the store of Ralph Lauren Double R or in Anthropologie.
We interviewed Fabrizio Elia, the owner of Mulino Docksmart to let us tell the story and evolution of this wonderful store.
Hi Fabrizio. Tell us the story of the mill and what is the vision for the future.
Hello Marco! I started working in this shop as an employee. Il Mulino, which at the time was called Mulino Docksdora, was a real space dedicated to vintage and second hand. Indeed it was the absolute vintage shop in Milan. Large bales of Levis jeans and t-shirts arrived, leather jackets from the United States, France and Holland. We selected the product with great care and with a real effort to offer the best clothes to the public.
But then there was the advent of fast fashion and things changed. A total revolution that we have known how to ride in our own way.
In what way did fast fashion change things?
Yes, because people have started to find garments, new, with great choice, at extremely competitive prices. I speak of Zara, H & M and company. It became difficult, very difficult to make the public understand that a used shirt cost 29 euros, because it had a story, a taste, a selection, when a new shirt was in some chains at 19 euros. A good part of the public did not understand this, because he saw vintage only as a savings rather than a cultural and taste choice.
So what did you do?
We have evolved the store, starting to create new products reworking the vintage garments, with a tailor-made and decidedly creative work. Sewing different garments together, dyeing them, printing them. Creating new clothes, from the old, giving them a new shape.
And how did it go?
It was a job that had excellent answers. But then there was another evolution. Abbiano started offering, thanks to partnerships with companies such as Rare, Nolita and Michiko Koshino, bankrupt leaders of first choice at super-discounted prices. Collections now disappeared from the market but at the time much sought after.
The shop, thanks to the word-by-word, has become a destination for a real pilgrimage.
And when did Fabrizio become a real owner of the space?
At the end of 2008. I took over the space and I evolved it through a proposal of new garments, of sought-after and often little known contemporary brands. The breakthrough was to move from vintage and failed, to new collections.
How was your choice and your proposal based?
We have worked with great care and research to propose a wardrobe for men and women, of great content of quality and fashion, always characterized by a democratic price range. With us you can find Cheap Monday’s jeans at 60 euros, up to those of Amish or Roy Roger’s at 160-180 euros. But you will never find clothes beyond certain prices.
What is your typical clientele?
We have a heterogeneous target also because our proposal is extremely varied. From Mulino you can buy from tailor-made men’s and women’s clothing to the latest trend street-wear items, from handmade shoes made in Italy to new sneakers, from Cashmere garments to refined denim, from chlorinated and fancy dresses to evening dresses. In short, we try to be as open as possible to the requests of our customers, whoever they are, without ever proposing trivial and inflated bosses.
You are in a peripheral area. A district that on the one hand represents the future of Milan, the developing Milan, the Milan of big companies like Sky, which you have a few steps but on the other side also presents contradictions, seen the discomfort that is perceived in the nearby station Rogoredo. Let’s say that you do not find a large transit area for your business. The question that arises spontaneously is: How have you done over the years to resist the crisis and even grow?
Through a continuous evolution, the one I told you, but also through a loyalty of the customer with the aim of offering a unique shopping experience full of discounts and advantages often incomparable. For example, for all under 20s, streetwear is always discounted by 20% (Carhartt, Iuter and Octopus) or there are always commercial operations linked to targeted discounts depending on the season.
The Mill has a medium-receipt in relation to those who enter very high. There are no people passing by accident: most of the people who come here are on purpose to buy. And we often know not to disappoint them.
You mentioned the customer experience. Tell me about the buying experience from your point of view. I see that the proposal is not just tied to clothing
The experience begins with that of this great, unique and fascinating space. But then, as you see, we not only sell carefully selected clothing, but also books, records, objects, jewelry, watches and furnishing accessories. We want to give an all-round experience.
And you also organize events, do not you?
Yes. Several times a year we create ad hoc events to involve our customers, and often in collaboration with our brands.
Speaking of experience: I have seen that work is going on in the courtyard of the mill. What are you preparing?
We are working on the next opening of a tattoo shop, and on the creation of a co-working space. Il Mulino is turning into a small world, in a small neighborhood that lives on different energies that flow in here.
It seems beautiful to me. But let’s go back to fashion. Give me an overview of the brands you offer.
On the streetwear side as I mentioned, we sell brands like Carrhart, Iuter, but we are very careful about new insertions such as that of Wolm.
On the casual and sartorial we have a mix that goes from Roy Roger’s, Scotch & Soda, Amish, Revolution, Selected, Koon, Malph, handmade shoes in the Marches like those of Blood. We have Nixon for watches and accessories, Kangol for hats.
Our woman has a touch instead more urban classic, a taste sometimes ‘vintage chic’.
Some BRANDs I can mention are Maison Scotch and Numph, Quid Project, And Less, Icon, Skatie, Meme Road, Y.A.S., Na.Kd. and about twenty other brands.
What was the most successful brand of last season?
The brand that has gained more importance over the years is Circus YEN CASPULE, the brand made at home that is cutting out an increasingly important space.
Tell me a little about your brand. Do you also think about selling it externally?
We are waiting for the right distributor who can invest in the brand that was born on the one hand by a need to grasp the demands of our audience, on the other hand to offer a product at attractive and competitive prices. Circus YEN CAPSULE was able to concentrate all these characteristics in itself. It is produced in different parts of Italy, only by our trusted suppliers.
Is it true that you have opened another space in the center of Milan? Tell us about this further move by Mulino.
After so many years in the suburbs there was the desire to confront even the most lively market in the center of Milan. We needed a down-town store, so that after a long search I identified the perfect structure, in which we created Circus is a dynamic and eclectic concept store that fits perfectly with the idea we had for what was to be our store in the heart of Milan. A stone’s throw from the Columns of San Lorenzo in the very elegant Via Circo.
Is that feedback had this new challange?
We are very happy also because the public response has exceeded our expectations, the store is highly appreciated and the turnover is growing. The encouragement given by this success has allowed us to inaugurate Circus Cafè. An impressive restaurant-bar that allowed us to express the idea of cafè that DOCKSMART had in mind for years.
Circus concept store
ALL THE PICTURES OF MULINO DOCSKMART IN THE GALLERY BELOW
INFO & CONNECT
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