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Gap x 10 Corso Como

Fashion's unlikely pairing of an Italian concept shop with '90s Americana

by Paolo Ferrarini in Style on 27 August 2010

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Pairing its classic American style with a niche Milanese retailer, Gap is set to launch a European expansion with a shop-in-shop collection at 10 Corso Como this fall.

The capsule collection is the work of Gap and American artist Kris Ruhs, who oversaw the original creative direction of first 10 Corso Como shop in Milan, from the furniture to displays and overall image—as well as that of their successive stores in Tokyo and Seoul.

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The collection consists of two styles of limited editions T-shirts, sweatshirts and canvas shopping bags. One series is decorated with the signature circles of 10 Corso Como, while the other one boasts a selection of Ruhs' illustrations, handpicked by 10 Corso Como founder Carla Sozzani.

The collection will be available for men and women at 10 Corso Como during Milan Fashion Week, beginning 25 September 2010.

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