Pitti Imagine Uomo – unquestionably the most important industry event in menswear designer fashion is launching its 94th edition this week in Florence. Florence, home to Salvatore Ferragamo, Gucci, Roberto Cavalli, Emilio Pucci and now a new generation of talent will become even more packed with visitors than on any other regularly crowded summer weekend.
The schedule and exhibition spaces are packed with small and big apparel, footwear, accessories and jewellery brands, unexpected collaborations and guest appearances. For some, the highlight might be Roberto Cavalli launching its menswear line during Pitti Uomo, for others – a visit to something less conventional such as exploring this season guest country’s Georgian designers. For us, it’s all about the new generation of brands that make our heads turn.
Roa Hiking – This Italian start-up brand is going to be huge (unless the founders will decide to go hiking instead of growing it). Remember when sneakers were for running? Fashionable hiking shoes that you can wear autumn through spring and take them hiking on the summer months? Yes, please! Roa is a young brand and the opportunities for product expansion are huge. Can’t wait to see the SS19 collection.
Griffin Studio – A sleeping bag coat. I could stop writing right here but I will expand just to give more context of this British designed Italian manufactured eco-friendly outerwear designer Jeffrey Griffin who also happens to be a founder of the (always booked far in advance) Loveland farm, an eco-friendly glamping in Devon. The design is great, it’s not just about sleeping in your coat.
Kings of Indigo – If you wear jeans, value high quality and have high standards for the producers (in other words, you’d like to know where your denim comes from), look no further than this Dutch denim brand. Kings of Indigo is a universal brand thus you might like some styles and might not be a fan of other. The beauty of it is, you will most definitely find what you’re looking for, even if you’re a serial trend maniac. Oh yes, and they redo vintage pretty well, what’s not to like.
Situationist – It seems like this Georgian emerging designer has a long-lasting love affair with Paris. Producing both, womens and menswear, Situationist successfully reinterprets 90s Soviet aesthetics with smart tailoring, heavy leather coats and sleek gender neutral two-piece suits. Visit Situationist and if you have more time, try and seek more Georgian designers at Pitti Uomo, which is normally far from packed with designer brands from Eastern Europe.
Craig Green – One of the hottest emerging British menswear designers Craig Green is the Guest designer at this year’s Pitti Imagine Uomo. And if Green’s catwalk looks might seem too much for some, his SS18 features quite a few unique yet wearable designs such as Hole Jeans and Laced Sweatshirt. This looks promising for the SS19 that you will be able to see at Pitti.
Established luxury and heritage brands, anti-fashion moguls (that Demna Gvasalia brought back to fashion) such as Crocs, urban and sportswear brands, and emerging designers at Pitti Uomo seem to correlate quite well. Florence once again has become the main scene for menswear fashion.