Pitti Uomo 104 is getting ready for an exclusive focus on menswear trends
by Modem – Posted May 11 2023
© Modem

The menswear trade fair running from June 13 to 16, 2023 already counts 825 brands, 41% of which from abroad, and a full return of buyers from all continents, including Asia, anticipation is high for the upcoming Pitti Uomo menswear trade show. “The number of applicant companies has grown steadily compared to January", said Pitti Immagine chief executive officer Raffaello Napoleone.

Pitti Uomo 104’s format will feature some of the innovations introduced at the January session, as the show strives to broaden and enhance its exhibition solutions. The result is a vibrant, fluid show experience within the Fortezza, enlivened by plenty of unique solutions and cross-over features, mirroring the market’s new requirements.

“The fashion sector has responded better to uncertainty compared to other industries over the past four years,” said Antonio De Matteis, ceo of menswear label Kiton and the new president of Pitti Immagine, succeeding Claudio Marenzi. “Pitti Uomo is the only really international menswear fair in the world, many other trade shows are evolving and changing but Pitti remains the beacon together with Milan Fashion Week.”

“People are keen to meet again in Florence. This is what we perceived in the months when we were busy preparing this new edition of Pitti Uomo," commented Raffaello Napoleone, ceo of Pitti Immagine. "In a year that is surely far from easy for the industry we represent, our event is increasingly attractive, and is chosen and recognised as the essential showcase where exhibitors can gain visibility and meet their international clients.”

The theme of the show's summer session will be Pitti Games. Play, that's the keyword. Because it refers to a challenging but creative dimension, which is synonymous with energy, commitment, and a desire to succeed. “We have imagined Fortezza da Basso as a giant gaming table, where we can have fun, take risks, bet on ourselves and our strategies, consider our opponents and partners, step out of our comfort zones, and make a few daring moves. Acting like individualists as much as team players,” said Agostino Poletto, managing director of Pitti Immagine.

The exhibiting companies will be divided into five sections, Fantastic Classic, Futuro Maschile, Dynamic Attitude, Superstyling and I Go Out, presenting the Spring/Summer 2024 collections: traditional, casual and cutting-edge menswear that will be showcased in the Sala delle Nazioni and the Arsenale.

Menswear will be the main focus, together with lifestyle and items dedicated to outdoor, from beachwear to camping and hiking accessories. There will again be a section dedicated to pets, introduced in the last edition, and a setting for the I Go Out and S|Style sections.

Californian designer Eli Russell Linnetz, the founder and inspiration of the ERL label - guest designer of Pitti Uomo 104 - will present his Spring Summer 2024 collection through a special event promoted by the Fondazione Pitti Discovery on Thursday June 15. He will also work on a specific project for the occasion to portray his crossover vision among fashion, design, and lifestyle.

fendi will present its Men’s Spring/Summer 2024 collection in Florence during Pitti Immagine Uomo 104 with a special fashion show scheduled for late afternoon of 15 June in the unique and recently inaugurated Fendi Factory, the new pole of excellence located in the heart of Tuscany’s countryside in Capannuccia (Bagno a Ripoli).

In the Fortezza there will be also an installation by the Chulaap brand, founded in 2015 by the designer of Thai origin and South African by adoption Chu Suwannapha: an encounter between the batik of African traditions, origami and embroidery.

Pitti Uomo 104 will feature debut projects, important returns, anniversaries and special collaborations. Arena will celebrate half a century in business, and will debut in the lifestyle segment with The Woolmark Company, in the Giardino del Glicine area. Fila too is celebrating the 50th anniversary of its iconic F Box logo, with a special sportswear and outerwear collection. Doucal’s will also celebrate its 50th birthday presenting a special edition of the brand’s signature moccasin, dedicated to founder Mario Giannini.

Japanese camping equipment brand Snow Peac will be back in Florence with a double presence, in the I Go Out section and the Fortezza’s outdoor space. Among the regulars Drycorn, the contemporary fashion brand from Germany, L.B.M. 1911, and Giuseppe Zanotti, celebrating the 15th anniversary of its men's footwear collections presenting a selection of evening shoes.

Not to miss are two new entries, Liverano & Liverano Atelier, a historical bespoke tailor from Florence, and German contemporary tailoring label Carl Gross, which will exhibit at the Sala delle Colonne.

Incotex Blue Division, the denim division of the brand, will present an exclusive project supporting the young talents, taking over the shop windows of the Rinascente Firenze department store with creations by fashion students from Accademia Costume e Moda, Domus Academy, Naba, and Istituto Marangoni. Roy Roger’s will present a collaboration with US workwear retailer Dave’s NY, while the sustainable brand Ecoalf will showcase the Lost Colors SS24 collection, dedicated to the Aral Sea.

The international collaborations also continue in Fortezza, with brands made in USA and Chinese labels. Confirmed the presence of Scandinavian Manifesto and J∞Quality from Japan.

Pitti Immagine Uomo
June 13 - 16, 2023
Fortezza da Basso
viale F. Strozzi 1
50123 Firenze

© Modem