HERE by AW LAB, the first Only Women Hub opens in Milan

An exclusive Only Women Hub ready to start a revolution in the sports industry for women. That's what HERE means, the new project by AW LAB that wants to shake up the traditional concept of retail, with a space designed exclusively for women to inspire creativity, interaction, sharing and the discovery of new trends.

HERE is the new reference point for the sport-style lovers that are always looking for the limited editions and unique collections of the key international brands for sneakers, street apparel and lifestyle, offering also an innovative shopping experience, very interactive. Customers will be protagonists, they will be able to show their outfits in store and share them on the social handles of HERE, through the digital totems inside the store.

AW LAB with its new platform HERE, collects the main local and international brands: in this project are involved Nike, adidas Originals, Jordan, Reebok, Vans, Tommy Hilfiger, to name a few, and there will be also a special edition Bata for AW LAB. It's not only about sneakers and apparel, but also accessories and beauty, with brands like 24 Bottles, We Makeup, G-Spectacles. Partner brands will be planning many activities inside the store, like panel talks, workshops, contests and meet-ups with artists of the local scene, and will also consider the ideas and suggestions from consumers.

The world needs a space where women can be inspired by other women and discuss how to create a different kind of street culture that comes directly from them, and not modified to accomodate their needs, says David Pujolar, General Manager AW LAB, to reassume the concept behind HERE.