{"id":15952,"date":"2026-06-09T20:44:15","date_gmt":"2026-06-09T18:44:15","guid":{"rendered":"https:\/\/arsutoriastudio.com\/pantofola-doro-opens-in-milan-for-a-community-of-football-lovers\/"},"modified":"2026-06-09T20:44:15","modified_gmt":"2026-06-09T18:44:15","slug":"pantofola-doro-opens-in-milan-for-a-community-of-football-lovers","status":"publish","type":"post","link":"https:\/\/arsutoriastudio.com\/en\/pantofola-doro-opens-in-milan-for-a-community-of-football-lovers\/","title":{"rendered":"Pantofola d&#8217;Oro opens in Milan: for a community of football lovers"},"content":{"rendered":"<div class=\"articleWrapper _hero-content-wrapper\">\n<div class=\"articleContent _hero-content-body\">\n<figure class=\"image _fit-frame-height-to-content _right\" data-tap-fullscreen=\"\" data-component-id=\"doc-1jqmqr2740\">\n<div doc-image=\"image\" doc-link=\"hyperlink\" style=\"display: block; height: 0px; overflow: hidden; padding-bottom: 150.019%; background-image: url('https:\/\/arsutoriastudio.com\/wp-content\/uploads\/2026\/06\/140346-140343.jpeg'); background-position: 50% 50%;\"><\/div><figcaption doc-editable=\"caption\"><\/figcaption><\/figure>\n<p class=\"text body\" doc-editable=\"text\" data-component-id=\"doc-1ddala6tn0\">Football boots are no longer confined to the stadium. They can be found tucked under the jeans of those who haven\u2019t played for years, in display cases designed for collectors, and on the shelves of archives that have become flagship stores. On 5 June 2026, Pantofola d\u2019Oro added a new chapter to this evolution: it opened a 100-square-metre concept store at Via Seneca 4 in Milan. It did so within the Aret\u00e8 Showroom. Not a standalone opening, not a single-brand temple: a space within the space of its own showroom.<\/p>\n<p class=\"text body\" doc-editable=\"text\" data-component-id=\"doc-1jqmr0s2d0\">&nbsp;<\/p>\n<p class=\"text body\" doc-editable=\"text\" data-component-id=\"doc-1jqmr0s2g0\">The Thebe Magugu x Pantofola d&#8217;Oro capsule collection was presented at the opening. The South African designer \u2014 the same one who brought the codes of contemporary Africa to European catwalks \u2014 worked on the idea of street soccer. The result: kits with African influences, symbolic details, and footwear straddling the line between technical and lifestyle. On paper, it\u2019s a classic formula: historic brand plus recognisable designer equals hype. In practice, it\u2019s something more interesting. Football is one of the few truly universal languages left, and Magugu uses it as a pretext to talk about identity, inclusion and cultural belonging. In other words: a collection that doesn\u2019t target those who buy because it\u2019s fashionable, but those who buy because they see themselves in it.<\/p>\n<p class=\"text body\" doc-editable=\"text\" data-component-id=\"doc-1jqmr0s2h0\">&nbsp;<\/p>\n<p class=\"text body\" doc-editable=\"text\" data-component-id=\"doc-1jqmr0s2j0\">The space launches with a promise that now accompanies every new opening in Milan, Paris and Tokyo: not to be a retail outlet, but an experiential space. The test will be the calendar. Pantofola d\u2019Oro announces ongoing events, exclusive launches and \u2018Su Misura\u2019 appointments for footwear customisation, as well as future collaborations with partners from the world of sport and lifestyle. Customisation is the detail that makes the most sense. For a brand born from bespoke footwear for footballers, putting \u2018artisanal craftsmanship\u2019 back at the centre is an active way to forge a new community.<\/p>\n<div class=\"embed\" data-doc-label=\"Incorpora\" data-component-id=\"doc-1jqmqt7vh0\">\n<div doc-html=\"html\"><iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/KaqGpnjngQE?si=wQcAUsprTR-pAuLg\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"><\/iframe><\/div>\n<\/div>\n<p class=\"text body\" doc-editable=\"text\" data-component-id=\"doc-1jqmqsp4s0\">&nbsp;<\/p>\n<p class=\"text body\" doc-editable=\"text\" data-component-id=\"doc-1jqmqsp4u0\">The brand\u2019s history is worth remembering if only for the story behind its name. The name was coined by John Charles, the Welsh top scorer for Juventus, who, upon slipping on the shoes, exclaimed: \u2018They\u2019re more comfortable than my slippers\u2019. That marked the start of 140 years for a brand founded in Ascoli Piceno by Emidio Lazzarini, an athlete and son of shoemakers, who applied the softest materials available to football \u2014 a minor revolution, inspired by his having remade his own extremely stiff wrestling boots \u2014 and then extended the same method to rugby, tennis, basketball, golf and cycling. When sport ceased to be a craft and became an industry, the brand struggled. Its revival came with Kim Williams and Massimo Ubaldi, who revived two models from 1950 and 1956 and adapted them for leisure wear. Tradition becomes trend. Those shoes can now be found in the windows of the world\u2019s finest shops. Today, the Superleggera has reached version 2.0: just 175 grams.<\/p>\n<div class=\"slideshow _fit-frame-height-to-content\" data-slideshow-component=\"\" data-component-id=\"doc-1jqmqumup0\">\n<div class=\"slideshow-container\" doc-slideshow=\"slideshow\" _slideshow-size-ratio=\"0.67\" style=\"height: 0px; padding-bottom: 66.684%;\">\n<div u=\"slides\" class=\"slides\" doc-container=\"slideshow\">\n<figure class=\"image\" data-tap-fullscreen=\"\" data-component-id=\"doc-1jqmquqav0\">\n<div doc-image=\"image\" doc-link=\"hyperlink\" style=\"background-size: 100%; background-image: url('https:\/\/arsutoriastudio.com\/wp-content\/uploads\/2026\/06\/140346-140342.jpeg');\"><\/div><figcaption doc-editable=\"caption\"><\/figcaption><\/figure>\n<figure class=\"image\" data-tap-fullscreen=\"\" data-component-id=\"doc-1jqmqurrp0\">\n<div doc-image=\"image\" doc-link=\"hyperlink\" style=\"background-size: 100%; background-image: url('https:\/\/arsutoriastudio.com\/wp-content\/uploads\/2026\/06\/140346-140344.jpeg');\"><\/div><figcaption doc-editable=\"caption\"><\/figcaption><\/figure>\n<\/div>\n<p>        <span u=\"arrowleft\" class=\"arrow _left\"><\/span><br \/>\n        <span u=\"arrowright\" class=\"arrow _right\"><\/span><\/p>\n<div u=\"thumbnavigator\" class=\"thumbnavigator\">\n<div u=\"slides\" class=\"thumbslides\">\n<div u=\"prototype\" class=\"thumbproto\">\n<div class=\"thumb-w\">\n<div u=\"thumbnailtemplate\" class=\"thumb-t\"><\/div>\n<\/p><\/div>\n<div class=\"thumb-c\"><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The Ascoli Piceno-based brand has opened a 100-square-metre concept store at 4 Via Seneca, housed within the Aret\u00e8 Showroom. It features a capsule collection designed by South African designer Thebe Magugu.<\/p>\n","protected":false},"author":1,"featured_media":15955,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[147],"tags":[],"class_list":["post-15952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news-arsutoria"],"_links":{"self":[{"href":"https:\/\/arsutoriastudio.com\/en\/wp-json\/wp\/v2\/posts\/15952","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/arsutoriastudio.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/arsutoriastudio.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/arsutoriastudio.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/arsutoriastudio.com\/en\/wp-json\/wp\/v2\/comments?post=15952"}],"version-history":[{"count":0,"href":"https:\/\/arsutoriastudio.com\/en\/wp-json\/wp\/v2\/posts\/15952\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/arsutoriastudio.com\/en\/wp-json\/wp\/v2\/media\/15955"}],"wp:attachment":[{"href":"https:\/\/arsutoriastudio.com\/en\/wp-json\/wp\/v2\/media?parent=15952"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/arsutoriastudio.com\/en\/wp-json\/wp\/v2\/categories?post=15952"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/arsutoriastudio.com\/en\/wp-json\/wp\/v2\/tags?post=15952"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}