Introducing the New STRAF Shop Collection
Located in the heart of Milan just a few steps from the Duomo, STRAF presents its first merchandising project: an essential collection of everyday objects reinterpreted through the STRAF identity.
T-shirts, sweatshirts, socks, caps and wash bags become the starting point for a narrative that transforms simple clothing and personal-use items into objects capable of carrying the hotel’s unique experience beyond its physical spaces.
STRAFshop
The idea behind the project stems from the desire to make the STRAF universe something wearable, liveable and shareable in everyday life — a natural extension of the hotel’s world and a way of translating its identity into gestures, materials and details that accompany people throughout their daily routines.
The project revolves around the concept of “comfortable wear”, understood not simply as comfortable clothing, but as a genuine attitude. Feeling at ease in what you wear, in the places you move through, and in the way you inhabit the world. An idea of comfort that becomes an expression of freedom and identity.
Each piece in the collection tells the STRAF story through a direct, ironic and sensory language. The “Room Service” T-shirt, evoking one of the most iconic and intimate moments of a hotel stay, becomes a small manifesto of the hotel’s hospitality — breakfast served in the room — reinterpreted with lightness and a sense of humour.
Every item contributes to building an imaginative world that engages multiple senses: from the tactile quality of the materials and the visual imagery to the atmosphere created by sound, which has always characterised the hotel through its playlists and weekly DJ sets.
