The latest initiative by the brand founded by Massimo Giorgetti - who has already shown his affection for Milan with the collection inspired by Franca Helg and Franco Albini's design for the first metro line - is a tribute to the Milanese bar, the undisputed symbol of a city that once loved to call itself "da bere". 

This is not a celebration of the city's historic bars, of which there are very few left. MSGM has chosen to pay homage to the new realities, those run by young entrepreneurs and often enterprising creatives, who are rewriting the history of metropolitan life. These are places that reinterpret the tradition of the bar, open from breakfast to after dinner, some in a contemporary key, others with clear homages to tradition.  

Four Milanese bars have been chosen for the occasion, located in as many districts: the PalinuroBar in Città Studi, the Section80Bar in via Farini, near the Isola district, the Ultramarino in Porta Venezia and the Minerale bar near the Navigli.

The capsule collection, designed for the Christmas holidays, presents a selection of sportswear - T-shirts, sweatshirts and caps - each with exclusive graphics reflecting the different characteristics of Milan's bars and neighbourhoods. 

 In addition to the clothing, a ceramic plate has been created for each bar, inspired by the tradition of the Piatto del Buon Ricordo and created by the masters of Ceramica Artistica Solimene from Vietri sul Mare. The collection is completed by a corkscrew and a cotton bag with two large inside pockets, perfect for carrying two bottles of wine.