China Wave, the platform of the China Garment Association presenting selected Chinese brands as part of the "China Fashion Brand Overseas Action" programme, will take part in Pitti Uomo 108 from June 17 to 20, 2025, at Fortezza da Basso in Florence, for the third time. The project, born from the partnership between Pitti Uomo and the China National Garment Association, CHIC, China International Fashion Fair, will showcase seven Chinese designers in the 264 square metres space of Costruzioni Lorenesi. Featured brands include Baoget, Beekite, Callitapureday, Canotwait_, Label·U, Sewmod, Something Store.

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Click on the brands' images to open their Instagram profile.

BAOGET

Baoget is a high-end accessories brand redefining contemporary elegance through the lens of Eastern culture. Founded in Lingyin, Hangzhou, one of China’s most spiritually and architecturally significant regions, the brand draws from the deep well of Chinese heritage to craft statement pieces that transcend fashion trends. Baoget’s collections channel this legacy into a refined aesthetic: minimalist, tactile, and rich with meaning. Each accessory reflects a balance of texture and geometry, inspired by wabi-sabi ideals and the silent power of sacred architecture.

BEEKITE

Beekite is an independent fashion brand that fuses modern minimalism, functional aesthetics, and contemporary Chinese style, inspired by the concept of “life force in silence.” Its designs emphasize a blend of minimalism, functionality, and poetic expression, featuring ergonomic cuts, loose silhouettes, natural textured fabrics, and muted colors. The unisex, minimalist tailoring, highlighted by baggy pants and sloping shoulders, underscores the brand’s philosophy that “style is attitude.”

CALLITAPUREDAY

Callitapureday rejects the tyranny of "perfection". Instead of chasing calculated performance, the brand champions authenticity: raw edges at the seams, asymmetrical hemlines, puckered cuffs, proof that imperfection has its beauty. Breaking the rules with unisex designs, Callitapureday strips away gender and trend labels. The brand skillfully blends oriental heritage with contemporary design, deconstructing traditional Chinese ink brushstrokes into modern prints and reinventing Chinese silhouettes through minimalist tailoring.

CANOTWAIT_

Canotwait_ is a popular high street fashion brand founded by William Chan in 2020. The brand's design concept originated from William Chan's love and thinking about art and street culture. Canotwait_ symbolises a spirit, a declaration of the designer's pursuit of emotion and life without waiting. A horizontal bar is left on the brand logo, like an unfinished code, and symbolises a bright, unknown future that is about to begin.

LABEL-U

Label-U, the fashion sub-brand of Qingdao Kute Intelligence Co. Ltd., perfectly blends timeless elegance with contemporary style. The brand focuses on careful attention to detail and the relentless pursuit of high-quality craftsmanship. At the heart of the Label-U brand is a combination of exquisite detailing and contemporary fashion elements that continues to provide customers with sophisticated wardrobe choices that express quality, individuality, and timeless glamour.

SEWMOD

Sewmod, founded in 2016 by Wu Qiuxiong in Guangzhou, combines Chinese and English elements in its brand series: True uses hand-woven fabrics, and each piece of clothing is hand-sewn by one stitch. Essence uses natural high-end fabrics and natural colours and is known for its minimalist design and silhouette. Sewmod Embroidered Ink is popular for its unique design concept and style. All garments are made of traditional hand-woven fabrics and all-natural high-end fabrics, or cut vertically, and their main colours are natural, and occasionally, using auxiliary material highlights to tone down the details.

SOMETHING STORE

Something Store is a fashion brand apparel company integrating design, production, and retail. The brand's mastermind has won several international graphic design awards. The team's unique design perspective and creative ideas are deeply integrated into the brand's DNA, giving Nosheng Clothing a strong visual impact and artistic appeal. Something Store's design team is well-versed in global fashion trends and specialises in blending international perspectives with local culture to create fashionable clothing with personality and attitude.

China Wave @ Pitti Uomo 108
June 17 - 20, 2025
Costruzioni Lorenesi
Fortezza da Basso - Firenze