Promas, the French Menswear Federation (FIDH), with the support of DEFI, promotes the creative and commercial ambitions of its fashion houses, providing guidance and visibility to meet the expectations of the most discerning fashion buyers. This collective initiative reflects the vitality of the French menswear landscape, where craftsmanship, experimentation, and cultural exchange converge.
At the Chicago Collective Men's Edition SS27, Promas presents a curated selection of French menswear brands that combine innovation and ethical practices: at FLOOR 7: Armorlux Booth 7114 / Europann Booth 7114 / Hartford Booth 7080/ Laulhère Booth 10119 / Officine Générale Booth 9133 / Olow Booth 7130 / St James Booth 1035 / Simmonot Godard Booth 1111/ at FLOOR 4: Fusalp Booth 4-413
Focus on Hartford, Laulhère, Officine Générale, Olow
HARTFORD
@hartford
Revisiting classics from the American wardrobe by giving them a twist of modernity was the project of the Hartford line imagined by Yves Charenton in the United States in 1979. By blending European influences with a relaxed, west coast aesthetic, the label soon became a cult brand on both sides of the Atlantic. It is not surprising that Bruce Springsteen and Eric Clapton quickly became fans...
LAULHÈRE
@laulhere_france
Inspired by lightness, the Laulhère Spring-Summer 2027 collection celebrates natural materials such as cotton and linen, luminous colours and airy volumes. This season, that spirit of lightness unfolds within a dense and verdant tropical world.
OFFICINE GENERALE
@officinegenerale
Founded in 2012 by Pierre Mahéo, Officine Générale envisions a Parisian wardrobe that is both relaxed and refined, blending the precision of tailoring with the authenticity of workwear. True to this ethos, the label favors exceptional fabrics sourced from the finest Italian, Japanese, and British mills. That vision carries forward into the Spring-Summer 2027 collection, Crossing Paths, drawing inspiration from the atmosphere of the Port de l’Arsenal in Paris.
OLOW
@we_are_olow
"A collection to embrace this wind of extreme freedom. To rediscover the memory of those precious moments when our blood flowed faster through our veins, when our burning hearts throbbed in our chests, when our sometimes-clogged lungs swelled like balloons filled with wild air. To live only in the present, without barriers, rules, or constraints. Connected to others and to nature. To cast aside these fears that are eating away at us. To have as our only goals a constant sense of wonder and completely letting go. To finally become once again those playful dogs, who believed that anything was possible".
PROMAS LIST@ Chicago Collective Men’s Edition
AUGUST 1-4, 2026.
01.08 (12pm - 6pm) / 02-03.08 (8am - 6pm) / 04.08 (8am - 3pm)
222 Merchandise Mart Plaza (Floors 4 & 7) - Chicago, IL 60654
> @promas_list
