Milan, Italy, recently hosted two events focused on street wear and the sneaker business - Plug-Mi and Sneakerness. Plug-Mi debuted in Milan as the first consumer-focused event dedicated to urban culture experience and street style fans. Sneakerness returned to Milan for the second time and recalled sneaker aficionados and resellers ready to buy and sell rare and special edition shoe models. Plug-Mi offers music entertainment and e-sport, while Sneakerness aims to make resellers and clients meet.

Milan is the ideal city for these of kind of events–both for its fame as a fashion city, and, especially for its size, as a draw for a very high number of people. Resellers are now part of the game, a game that has grown.

There is a lot of interest in street wear in Milan. There is also room for such events, not necessarily aimed at rich foreign tourists, who are only willing to buy designer brands. This project serves as an accelerator for new brands, but also for resellers. A B2C initiative like Plug-Mi wants to become a competitor of Pitti Uomo, although an event like Plug-Mi concerns only influencers and gamers. In other words, B2B events like Sneakerness have a clearer identity and purpose.