The Spanish brand Scuffers is very popular with new generations of consumers, and not just in Spain anymore. Now the company is pushing forward its internationalization strategy with the opening of a store in Milan this Friday, June 19th. The opening coincides with the start of Milan Fashion Week for men’s fashion.
The store is located at Corso Di Porta Ticinese 76. With its arrival on this busy street of the Lombard capital, Scuffers complements and strengthens the growing urban fashion offering in this strategic area of the Italian city. There, their offering competes with a growing number of urban fashion brands such as Carhartt WIP. The competition from Spanish streetwear brands such as Nude Project and Cold Culture is particularly strong.
For Scuffers, the Corso Di Porta Ticinese is by no means unknown. The Spanish urban fashion brand was founded in 2018 by young entrepreneurs Jaime Cruz Vega and Javier López Reinoso as a digitally native brand. As part of its strategy to test the potential of important markets such as Italy through temporary pop-up stores, the brand chose this very street in the Lombard capital.
Almost exactly a year ago, Scuffers opened a pop-up at Corso Di Porta Ticinese 103, which was open from May 30th to June 29th. This campaign was obviously very successful. Now the brand has decided to establish itself with this first permanent store in Italy and Milan.
First ‘official’ permanent store
Scuffers was founded in 2018 as a purely online provider and achieved an estimated turnover of over ten million euros in 2025. The brand only ventured into brick-and-mortar retail in July 2024 with the opening of its first store on Calle Conde de Salvatierra 19 in Valencia. This milestone marked a turning point in the brand’s commercial development. Since then, the company has launched new temporary pop-ups and steadily expanded its retail network.
After the opening in Valencia, Scuffers’ first permanent store followed in Madrid at the end of 2024. It opened in October at Calle de Fuencarral 74. On February 28, 2025, another store was added at Carrer del Duc 14 in Barcelona. These three permanent points of sale with regular ranges are complemented by outlet stores in the La Roca Village shopping centers in Barcelona and Las Rozas Village in Madrid. Scuffers now operates a total of five stores in Spain.
Reflecting its growing international presence, the brand opened its first de facto permanent international store on March 27. It is located at the well-known Kalverstraat 173 in Amsterdam, the capital of the Netherlands. However, unlike the new opening in Milan, this store was classified as a ‘pop-up’. This term does not entirely correspond to the facts, as FashionUnited has learned. The brand has a flexible lease that ties it to the location for at least a full year. After this period, a decision will be made as to whether the store in Amsterdam will remain open.
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