There’s a new kid on the block preparing to supply Manchester with stylish streetwear.
The MILK Project – an up-and-coming clothing label from Wythenshawe – has confirmed its big launch on April 10; generating huge hype across social media in the process.
Finer details have been kept safely under wraps for many months, but the attire has managed to cultivate a reputation that’s turned MILK into one of Greater Manchester’s most anticipated clothing drops of 2021 so far.
https://www.instagram.com/p/CKesJ6qh3W3/
After three years in the works, MILK is officially joining Manchester’s streetwear scene next month – aiming to unite the public in the process.
“I wanted to build a place that was full of hope and positive energy,” says Joseph, the brains behind the brand.
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For him – and hopefully many others – The MILK Project will be a voice for the people.
Their quirky cow and carton logo is set to inject some much-needed fun into wardrobes, with owners apparently having their fingers right on the pulse of Manchester’s artistic, eclectic streetwear scene.
Joseph says he’s tapped into his roots when creating his expressive and courageous clothing brand.
“I run the brand on my own from a small box room on a Wythenshawe Council Estate,” says Joseph.
“I grew up in this area and have seen the culture first-hand.”
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At the centre of the brand is inclusivity.
“The MILK Project is non-exclusive,” Joseph explains.
“Everything we make and sell is unisex and made with kindness at the core of its heart.”
The brand, which aims to empower its audience, has the tagline ‘be the best version of moo’ – hoping to make people feel appreciated and happy in themselves after what has been a difficult year.
“I’m ecstatic to finally launch The MILK Project on April 10th,” says Joseph.
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“I’m even more ecstatic to see people wearing these garments with confidence!”
There’s only a few days left until the funky pieces arrive online. But in the meantime, you can follow MILK’s Instagram for updates and behind-the-scenes content.
Style
Manchester Storm announce partnership with USAsports including NHL pop-ups and more
Danny Jones
Manchester Storm have announced a landmark new deal with USAsports, a dedicated home for British fans of North American sporting disciplines and global merchandising suppliers, which will see various exciting events this upcoming season.
Confirming the collaboration ahead of the pending 2026/27 campaign, this crossover will involve everything from special pop-up events to player sponsorships and much more.
USAsports specialise in officially licensed NHL, NFL, NBA and MLB clothing, and while you may have seen the odd jersey here and there at various Greater Manchester locations, they are now gearing up to work with Manchester Storm to deliver better exposure.
Whether you’re just a die-hard member of the Storm Shelter or an ex-pat who still follows an NHL franchise overseas, kit collecting and the fascination surrounding limited edition team jumpers is a big part of ice hockey fandom and culture not just here in the UK but around the world.
Sharing their own announcement, they wrote: “Manchester Storm are thrilled to announce a new partnership with USAsports for the 2026/27 Motorpoint Elite Ice Hockey League (EIHL) season as the club embarks on an exciting new chapter at the AO Arena.
“As part of the partnership, USAsports will sponsor a Manchester Storm player throughout the season and deliver multiple NHL Pop-Up Shop events at Storm home games during the forthcoming campaign.”
On the subject of sponsorship, commercial entities are the only people who will be given the opportunity to back big players this term, as Storm are once again bringing back their ‘own-and-loan’ scheme.
Speaking on working closely with their new partners, the club’s General Manager, Ryan Finnerty, added: “We’re delighted to have USAsports on board for the 2026/27 season.
“Their passion for the fan experience really stood out to us, and their NHL Pop-Up Shops throughout the season will be a fantastic addition to game days at the AO Arena.
“We’re looking forward to working together throughout what promises to be a very exciting season.”
As casual fans here at The Manc, we’ll admit that watching the growing buzz around the resurgent ice hockey team, especially ahead of their Manchester city centre ‘homecoming’, has got us amped to dive deeper into the sport when it gets back underway next month. We’re not the only ones, either…
Drama Call opening first-ever flagship shop in Manchester
Danny Jones
Streetwear superstars Drama Call are opening their new flagship store and first-ever permanent site in Manchester city centre this weekend.
Expect massive queues and lots turning up wearing the increasingly recognisable starry logo.
Already a much-loved brand not just here in 0161 but across the nation at large, the native independent business turned street-style favourites and UK fashion phenomenon are no strangers to HUGE pop-ups in their hometown.
However, they’ve never had a mainstay location anywhere in the country, let alone Greater Manchester – well, until now, that is…
Credit: Press shots (supplied)
Debuting in the Northern Quarter this Sunday, the venue located on Tib Street will effectively serve as Drama Call‘s new HQ.
The local label has done everything from popping up vans with Manc rapper Aitch to collaborating with Man United for multiple limited edition collections, so it only felt like a matter of time before they’d make a big brick-and-mortar splash in our fair city.
Most notably, they’re also taking over the same unit as the Sheep Shop, a former skate shop and legendary urban clothing tastemaker of the 90s; they were one of the first places in Britain to stock famous names like Stüssy, Supreme, Carhartt, The North Face and many more.
With that in mind, it feels only fitting that they carry on the trendsetting tradition from the same premises, and just spitting distance from the likes of Note, as well.
And that’s not all, either: before the full launch, they’ll also be holding an exclusive cash-only shirt swap event, where a limited number of certain collector’s items will be sold for as little as £10.
Other things to note are the additions of signed vinyls by homegrown artists such as the aforementioned Aitch and even The Smiths.
In fact, the store will also feature strictly Mancunian exclusives, too.
Everything from polo shirts and tees to branded mugs, matchboxes and other accessories will be available in-store only.
NQ is bound to be buzzing across launch weekend, with doors officially opening to the public on Sunday, and we wouldn’t be surprised if you see people camping outside the front well ahead of time.
What a moment the Manc shopping scene is having right now.
Daisy Bradbury -
19th March 2021 
