In the heart of the Savoy capital, between tall porticoes of a warm yellow-beige and shops for real women, you might unexpectedly come across a shop window in tones a little more underground. In that case, it will certainly be FRAV, a franchising store located in central Via Po. An unmissable place for all lovers of streetwear and avant-garde urban.
This center of shops was born in Turin in 1996, where they gravitate from unconventional brands and more avant-garde (Cheap Monday, Vans, MCQ BY A.MCQUEEN, 5 PREVIEW) to young independent niche brands. Often available at affordable prices which is one of Turin’s worldliness style headlights.
With many distinguishing features of this line of eccentric stores, FRAV highlights the need for constant renewal, linked to research and modernization of products and attention to detail through brands that place the experimentation of styles at the base of their development, shapes and colors.
Entering the shops you are greeted by a frame of industrial imprint, where iron and cement are king. Immediately captured by the whimsical colors of the garments and the innovative lines of each piece. The metropolitan and international clothing hide an authentic attention to the territoriality of the product because many brands that you will find from FRAV are entirely designed and produced in Italy.
Secondly, as a direct consequence of the curiosity of the research, FRAV offers a line of garments chosen with unmistakable accuracy, each piece seems to be an art object (avant-garde and absolutely unconventional) able to decorate and enhance its natural lines. The choice and the adequacy of the garment to its style and its lines is certainly facilitated by the help of the available and kind staff that will undoubtedly accompany you towards what, more fundamentally, belongs to you already.
If you want a taste of this “unconventionality” of which the contours are so difficult to describe, this place will certainly be able to satisfy your curiosity. If not, in case you can’t leave Milan, the shop in via Vetere and that of Corso di Porta Ticinese will be ready to ignite your street-avant-garde side.