Pitti Uomo is warming up for its n.90 edition, which will take place from 14 June until 17 June 2016.

The show, taking place in Florence, Fortezza da Basso, will host 1,219 brands and collections, including 536 exhibitors from abroad (44% of total companies participating) all focusing on men’s fashion novelties for spring/summer 2017.

Pitti will play with numbers according to this season’s main theme “Pitti Lucky Numbers”, while paying tribute to their number 90 edition. Installations, graphics and layout solutions will be inspired by numbers and figures, a trend also influencing many fashion brands for some seasons now.

Newcomers on show

The show will host various newcomers including some significant younger fashion and sneaker brands. Among them there are Department 5, a military inspired sportswear brand, and Doppia A, a casual chic men’s line. Another new brand is Dictionary Project, offering tops and sweats characterized by prints and applications. Also debuting sneaker brands include Pony, a historical US sneaker brand returning to Europe, Master of Art-MOA, an innovative sneaker brand designed by artist Mr. Thoms, and Mizuno 1905, a new capsule collection originating from the renowned Japanese sports brand.

Dictionary Project spring/summer 2017.
Photo: Dictionary Project
Dictionary Project spring/summer 2017.

Denim is protagonist

Denim seems to dominate the scene. Many jeans brands – mostly organizing events outside of the Fortezza – will “paint” Florence with their blue indigo products, while presenting their collections and newest initiatives. Diesel will present a selection of pieces of their new s/s 2017 collection at their theme event Diesel Rowing Club, happening at Lungarno from 14 to 16 June.

Rifle is organizing “Rifle Denim Icon – Visions by Giovanni Gastel”, a photo exhibition by the renowned photographer to be inaugurated on the first night of the show, 14 June. On that same night also Atelier Notermann will present its eco-friendly premium men’s denim line, Bad Deal, a streetwear knitwear brand, and will enlarge its offer adding denim trenches, casual trousers and tops. Pence 1979 includes innovative design denim pieces and Colmar Originals launches innovative outer jackets made of quilted denim.

Bad Deal spring/summer 2017.
Photo: Bad Deal
Bad Deal spring/summer 2017.

Denim weavers on show

Also denim manufacturers seem to like Florence. Isko debuts inside the Fortezza with own space and will host a round table focusing on the future of this market on 15 June, while Berto will support Studio Pretzel, an upcoming young designer brand whose jeans pieces are all made with Berto denim. The project will be presented on the eve of 15 June at Palazzo Galli Tassi.

Studio Pretzel (featuring denims by Berto).
Photo: Studio Pretzel
Studio Pretzel (featuring denims by Berto).

Ideas and events

Many other projects will be disclosed: Blauer will celebrate its 80th anniversary. Superga will present a collaboration with tennis champion Adriano Panatta. Roy Rogers will present the second edition of two capsule collections launched six months ago- one is by Scott Schuman and the other a collaboration with Moto Guzzi. Woolrich will launch its new Woolrich E-bike model born from a collaboration with Deus Ex Machina, Australian born brand specialized in producing motorbikes, bikes and surf tables. The new bike model works both as a traditional bike but also employs a 250w motor. Geox is launching its new Newdo essential sneaker collection made up of models all produced respecting ecofriendly standards.

Pitti expects to welcome a total of 30,000 visitors. Over 20,000 buyers attended last summer’s fair including 8,200 from all over the world. More than 40% of them were buyers. Expectations are high –as Pitti’s lucky numbers seem to predict a successful edition.