pitti immagine uomo: pitti uomo 74 - june 2008 - florence, fortezza da basso

PITTI UOMO N. 74
18-21 June 2008
Fortezza da Basso, Florence

- THE NUMBERS AND NAMES AT THIS EDITION*
The world preview of clothing and accessory collections for the 2009 spring-summer season, produced by Pitti Immagine and promoted by the Centro di Firenze per la Moda Italiana

EXHIBITORS 
688 firms, for a total of 840 brands of which 276 (33%) are from abroad  
 
AREA 
59.000 square meters
 
SECTIONS 
The 15 stages of the itinerary through the world of men's fashions:_ Pitti Uomo, Affinità Elettive, Fashion At Work_ Sport & Sport, Uppercasual_ Ynformal, Urban Panorama, Welcome To My House_ Fashion / Design, Futuro Maschile, Touch!, l’Altro Uomo, Axessories, New Beat(s), Rooms
 
BUYERS                    
21.219 attend the last summer edition, with 8.472 (40 %) from abroadThe main foreign reference markets are: Japan, Germany, Spain, Great Britain, Holland, Greece, France, Korea, United States and RussiaThe main international growth markets: Japan, Spain, Holland, India, Russia and Eastern European countries
 
NEW NAMES AND RETURNS 
The new entries and returns include:_ Belgium: Bikkembergs Sport, Essentiel Men_ Brasil: Amazon Life_ Finland: Ulmanen_ France: J. Fenestrier, Melinda Gloss, Perry de la Rosa, Quinze Serge Blanco_ Germany: Doris Hartwich, Marc O’Polo, Porsche Design Sport_ Italy: Alberto Fasciani, Dude & Dudette, Julipet, Limelight Luxury, PUMA by Mihara Yasuhiro & dress, Quatha, Santafe, Siviglia, Suomi Sport Wear, Valstarino_ Spain: Castaňer_ Sweden: Nikolaj d’Etoiles_ Switzerlard: Double M, Philipp Plein_ The Netherlands: Cold Method, Cruyff Classics_ UK: Hart_ United States: Fidelity, La Eleven11, Lee Jeans, Luke Satoru, Maui and Sons Original 80, Nixon, Sundek, Toms.

WHAT'S NEW AT THIS EDITION
The brands that will be showing previews at the Fortezza include: PUMA by Mihara Yasuhiro & dress for PLAYSTATION®3 (a sample exhibit of a new Fashion software being developed by Sony), Italia Independent (the new collection and a new shoe project by the brand led by Lapo Elkann), Dirk Bikkenbergs (launch of the exclusive new collection), Sundek (a retrospective exhibition devoting to surfing plus a party), Adidas in cooperation with Porsche, and Lee (a big event to celebrate the new Gold Label).
Brands such as Hugo Boss with the Orange Collection S/S 2009, and Ballantyne that will be opening a new boutique and presenting a special event in cooperation with Pitti Immagine.

ROOMS INFINITY, A NEW CONCEPT FOR LUXURY COLLECTIONS
Rooms n.8, the most sophisticated event in contemporary luxury design will be "at home" on the ground floor of Palazzo degli Affari, adjacent to the gardens of the Villa Vittoria. Avant-garde, valuable and unconventional collections will be presented in the original Rooms Infinity, an ideal "museum of future memories" that art director Sergio Colantuoni will dedicate to the discovery of new interpretations of luxury.

THE YOUNG TALENTS OF NEW BEAT(S) AND WELCOME TO MY HOUSE AT THE LYCEUM
This will be the tenth edition of New Beat(s), the area that Pitti Uomo reserves for debuts by young talents. The new layout by Ilaria Marelli will transform the Lyceum's rooms into a Mediterranean courtyard decorated with azulejos, to showcase the offerings of young brands from the world over: from Russia to Japan, from Belgium to Finland.
An exhibit dedicated to fashions influenced by street culture – Welcome to my house – will host a selection of young, but already well-known, brands that focus their research on street styles. The other part of the Lyceum, decorated for the occasion by the creatives from the UP! Studio, will become "Playtime" a game site invaded by tennis balls and inspired by the dynamism of sports.