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Clothing & Accessories


Since 1998, all the streetwear of your dreams

Florence is one of the capital cities of fashion. But, Florentine fashion is often associated with classic proposals, perfect for the Italian gentleman who makes of elegance a sign of distinction, but perhaps a bit too rigid for those who want a more youthful look, in line with the latest and most sporting trends of international fashion. In the distant 1998, a shop opened in via de’ Ginori just to make up for this lack: DreamStore.

DreamStore - Streetwear since 1998

Just beyond the monument to Giovanni delle Bande Nere, in Piazza San Lorenzo, and just in front of the Palazzo Medici Riccardi, there is an almost hidden window next to which opens a staircase that goes below the level of the road. Going down, you will end up in a bright underground with wide vaulted ceilings animated by music that, at low volume, comes out of the speakers.

DreamStore - Streetwear since 1998

On modern furniture, which follow the route of the walls, an exhibition of clothes and accessories from the most beloved brands in the industry: Fila, Stussy, Carhartt, Thrasher, Iuter and many others. Being a streetwear shop, there are plenty of references to the world of skateboards with decorative tables and accessories scattered throughout the store.

DreamStore - Streetwear since 1998

If you are looking for something not too sporty, but you need that everyday accessory that has a modern and contemporary line, here you will find what you need: backpacks, bags and shoulder bags. All those details, in short, that without adding elements extraneous to your look can refresh it and, in the process, also refresh your image. DreamStore is a shop of fantastic clothes in the city center, a place where young and old cannot recognize each other, a little gem streetwear to be discovered, to find that right, comfortable, stylish and high quality garment that gives your style that twist that none of your friends expect.

We can't. That's why every week we share the best experiences florence has to offer.

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Bombarded daily by information of all kinds, transmitted by an ever-increasing number of communication tools, we sometimes look for a simplification, a reliable source, a guide. Flawless Milano was born from this need, and tells the best experiences to have in Milan with style, precision and personality.

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