How Milan turned into the new European capital of football memorabilia The Soccer Archive Opens in Milan: A Paradise for Football Shirt Collectors
Milan, together with Paris, is one of Europe's capitals of fashion. There is no doubt about it. Now Milan, leveraging its cosmopolitan dimension that in a few months will make it the center of the world on the occasion of the Winter Olympic Games, is decisively moving into a new fashion-related sector: football jerseys. If London and Manchester represent the equivalent of Mecca for fans and collectors, outside the United Kingdom there has always been a gap. As if there had always been a lack of a connection point between supply and demand. Although football is by far the most widespread and followed sport, there was no city that decisively intercepted blokecore, collecting and fandom to become a point of reference. Now that place is being occupied by Milan.
The New Home of Football Shirts in Milan
After the success of the three pop-up stores, The Soccer Archive has opened a permanent location in Milan on Corso di Porta Ticinese. "With Paolo Brambilla, one of the founders, being a native, Milano was a natural fit for The Soccer Archive, following on from the success of our London store" says Rob Armin, Founder of The Soccer Archive. The reference to London is linked to The Soccer Archive's flagship store in Soho - opened in June 2024 - as a meeting point, or a casual destination for anyone who has a passion for football and its aesthetics. These are two elements that act as the trait d’union between England and Italy, since one of the aspects that has allowed Milan to transform into the European capital of football shirts is football tourism.
Gadgets and Memorabilia for True Fans
The shop, besides ordinary passers-by, is swarmed by fans who come to the city to follow their team in the Champions League or catch the latest Serie A action. "Milano is well connected to the rest of Europe, and the North of Italy has a high density of top-tier teams - explain us Rob -. This allows football fanatics worldwide to descend on the region for a relatively short period of time and maximise their football fix. Many who visit us have seen two games on the same day during their trip, making the majority of Serie A clubs an attainable visit, all from a base in Milano. It’s hard to dispute that the San Siro is widely considered as the most iconic stadium in world football, and as a result, it makes it a must-see for global football fans, adding to the city’s appeal. We have also become a meeting point for travelling supporters. There were fans from Kairat Almaty and fans from Brann who were in Italy for their recent European matches. It's paradoxical, but the character of this shop is almost museum-like and cultural".
The word Rob repeats most often in our meeting is community. For him the football jersey is the glue that holds different generations together. A uniform for a shared interest, in a divided world. "Many people who pass by have their attention captured by the nostalgia adorning the window. This peaks their interest and draws them in. Once inside, there is a shirt for everyone. We cover every price point, from five euros to hundreds, helping everyone leave satisfied with their purchase. Alongside shirts and apparel, you will also be able to embrace the nostalgia of your youth in the form of computer games, matchday programmes, scarves and even iconic, vintage newspapers".
