The upcoming edition of Pitti Immagine Uomo taking place from 13 to 16 June 2023 in Florence, Fortezza Da Basso, will hit some new record confirming how the market is recovering, while pointing out how menswear is a crucial market for the Italian economy.
As explained by Matteo Zoppas, president ICE, Italian agency promoting Italian entrprises globally, fashion counts for more than €80 billion of Italy's total export, of whose €8.9 billion are from menswear. Such overall revenues comeing from fashion have grown +17.7% when compared with 2021, and were achieved thanks to a total of 61,000 active enterprises involving almost 500,000 employees.
Pitti plays the game
The next edition's main theme will be "Pitti Games", a headline chosen with the aim to point out how the market is engaged to move and evolve in order to win and achieve always better results through unique strategies generated by special creativity.
The show will host 825 brands, of whose 41% are from foreign countries, 50 more than in January 2023 and 133 more than in June 2022.
Among the novelties, in addition to what has already been disclosed in past week such as Fendi as Special Guest that will hold a special fashion show at its company in Capannuccia, near Bagno A Ripoli, and Eli Russell Linnetz, founder of ERL, Guest Designer, more novelties will enliven the show.
I Go Out, the section dedicated to outdoor apparel, accessories and gear, will be hosted inside the Sala Della Ronda according to an entirely redesigned concept using a special innovative and sustainable technical material, I-Mesh. As part of this section, also the Japanese brand Snow Peak will be hosted by an installation inside the Fortezza da Basso.
How sustainability plays the game
As previously announced S Style, the section of the show dedicated to sustainable fashion, for its seventh edition will collaborate with Kering Mill-Kering Material Innovation Lab, the group's research center committed to reducing environmental impact. For the occasion, the brand that will participate this edition have been consulting a special library of certified materials for preparing a capsule that will debut inside the Fortezza.
A new project that will take place inside Fortezza da Basso will be Detroitissimi, a collective of six brands based in Detroit, Michigan, an important district for manufacturing apparel and accessories. Part of the project will be CCS, College for Creative Studies, a local education institution. Participating in the project will be handmade denim brands, sustainable streetwear and tailormade apparel including B.May Bags, Boswell, Detroit Denim, Deviate, K.Walker Collective and the special collaboration CCS x Carhartt.
For this edition, a special series of projects will be disclosed. Among others, Fila will launch Fila F Box Collection, a special collection of pieces celebrating the brand and its F Box iconic logo's 50th anniversary.
Arena will also celebrate its 50th anniversary, launching a special beachwear collection in collaboration with The Woolmark Company.
Ecoalf will launch special t-shirts and sweatshirts made with 100% post consumer recycled cotton, helping reduce water consumption by 98%.
Sunspel will present its newest collaboration with expert denim and sportswear insider Nigel Cabourn.
Rinascente Firenze will celebrate the opening of its renovated store in Piazza Della Repubblic with the two days event "Be Florentine" on 13 and 14 June, also in collaboration with Slowear and Incotex Blue Division, and various fashion schools such as Accademia Costume e Moda, Domus Academy, NABA and Istituto Marangoni.