STRAF SHOP
STRAF hotel&bar, located in the heart of Milan just a few steps from the Duomo, 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.
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.
Entirely produced in Europe through selected and certified supply chains, the project reflects the same commitment to quality and attention to detail that defines the STRAF experience. Conceived to evolve over time and gradually expand into new categories, the collection is available exclusively within the hotel and sold solely at STRAF Hotel & Bar.
To mark the launch of the project, STRAF has chosen to collaborate with Milan-based artist Roberta Brambilla, who has created a manifesto image capable of visually translating the STRAF identity through a reinterpretation of its spaces. The artist was selected for her creative approach based on collage and image reworking, using visual layering that brings photography into dialogue with contemporary graphic languages, all executed entirely by hand.
