PITTI UOMO N. 78
Florence, Fortezza da Basso, 15-18 June 2010
News, sections, numbers
The theme for June 2010
DESIGN WATCHING
 Design Watching will be the theme of this summer edition of Pitti Uomo: the world of fashion will be making a curious – and indiscreet – foray into the world of design through the ideas and visual-acoustic-verbal notes gathered by a platoon of “design watchers”, the spearhead of Pitti People, the international community of the Pitti Uomo buyers, journalists and opinion leaders,. They will choose, between tradition and contemporaneity, their preferred design object and will be coordinated by Cristina Morozzi. The settings, designed by Patricia Urquiola will create an ideal continuity between the outdoor and indoor areas of the fair, and will offer a new concept for the lounge areas and special refreshment-food points. It’s just one more and new proof of a clear calling and the across-the-board nature of Pitti Immagine events that are the ideal venue for launching new projects and presenting special previews in the most important areas of contemporary fashion, lifestyle and design. Among the design watchers at this edition: Roberta Valentini from Penelope, Giusi Ferré, Max Kibardin, Jorge Koch, Stefano Roncato, La Pina.
New ideas and special projects
Pitti Immagine Uomo is the world’s most important men’s fashion fair selected by the top international firms to launch their collections and global strategies worldwide at the start of the season. The special projects featured at the Fortezza da Basso include:
_ the new era of C.P. Company presented in world premiere in Florence;
_ an important return to Pitti Uomo, and specifically G-Star Raw a cult brand in contemporary jeanswear that will present the Raw Essentials collection;
_ the exclusive presentation of the new project Made in the USA by Levi’s® Vintage Clothing;
_ the launch of the new collection by Roberto Menichetti for Brema;
_ the debut of the international cult brand GCW;
_ the new special project by Brembo;
_ a new look from the historic English brand, Daks;
_ the international debut of Seventy Pulse, a new project by Seventy;
Patricia Urquiola’s NEW DESIGN
moves onto the upper level of the Main Pavilion
After its successful debut last January, Patricia Urquiola’s new design for the Main Pavilion is making another step forward and up. With a strategy based on an approach of advanced experimentation in fashion and how it is distributed and used, Ms. Urquiola has gone to the Upper Level involving the Classico Italia exhibitors and has created a sort of department store with more open stands to facilitate dialogue among the products.
… and will come up other POP UP STORES, the symbol of the Pitti Uomo evolution
Like the Lower Lever, the Upper will feature Pop-Up Stores, special areas dedicated to lifestyle and accessories – from jewelry to footwear, from fragrances to pocket technologies – that combine artisan skills with contemporary styling. It’s an increasingly sophisticated and distinctive image for the Main Pavilion that will keep Pitti Immagine one giant step ahead when it comes to innovations in trade fair architecture and product communications. The brands featured at the Pop-Up Stores at this edition will include: 19 Andrea's 47, A B A Brand Apart, An English Hand, Bruno Bordese Uomo, Dugway, F Clio, Fin's For Him, Giosa, H'Katsukawa From Tokyo, Imaihiroki, Instant Collection, Island Slipper, Le Yucca's, My Bob Use Your Head!, Otis Batterbee London, Paolo Scafora Napoli, Pdo Gold, Quasso, Ralph Vaessen, Smith & Norbu, Washington Treemlett.
A new project at Pitti Uomo:
MY FACTORY _ Up and coming style.
My Factory is the new Pitti Uomo project that will be featured in the Lyceum this coming June. Embodying the new sensitivity that has developed from the busy intersection where fashion, street styles, music, graphics and the new media meet, My Factory is a new trade segment linked to today’s metro culture where the passwords are experimentation, eclecticism, eco-sustainability and modernity. The focus will be on full and capsule collections by young creatives and products form international brands sold in trend stores and online. Settings by Oliviero Baldini. The names at this first edition of My Factory will include: Levi’s® Vintage Clothing, Red Wing, Soulland, Beat Generation, Dr. Bronner, Rm Williams, BB Washed, Be Different, Gorgeous, Rivieras Leisure Shoes, Sammy Hand Made In Ethiopia.
Identity + innovation for the big brands attending Pitti Uomo
Scouting and research, opportunities for up-and-coming designers and new brands, the evolution of proposals and their division/hybridization are the fundamental components of a broader project based on similarly decisive principles for the contemporary market – maintenance, repetition, consolidation – without which it would be impossible to establish standards and solid foundations which, in turn, constitute the original matrixes of the processes of differentiation and personalization. This is Pitti Immagine Uomo – the only international event to cater for the incessant outpourings of the new as well as established realities that have already verified and strengthened their identity over time, choosing the Fortezza da Basso season after season to renew it in harmony with the tastes, styles and speeds of the present.
They include:
In the Pitti Uomo area: Brunello Cucinelli, Church’s, Kiton, Bagutta, Allegri, Hackett, Herno, Marina Yachting, Barbour, Lardini, LBM 1911, Cruciani, Brooks Brothers, Gant, Marlboro Classics and Closed...
In the Futuro Maschile area: Boglioli, Alden Usa, Drumohr, Incotex and Camoshita United Arrows…
In the Sport & Sport area: Fred Perry, Car Shoe, Peuterey, Blauer, Lacoste, Woolrich…
In the Urban Panorama area: Reebok, Custo, Converse, Dockers San Francisco, Roy Rogers’s…
In the Ynformal area: New Balance, ADD…
… or like John Smedley (Fashion/Design), Engineered Garments and Nigel Cabourn (L’Altro Uomo).
NEW BEAT(S): the debuts at Pitti Uomo
The first floor of the Lyceum will also showcase New Beat(s) n.14, the special area dedicated to new names coming from all over the world: from South Corea, to Spain and United Kingdom, it features collections by young avant-garde brands that the Pitti scouts found most interesting during their worldwide talent searches. The names include: La Portegna, Serdar Uzuntas, Groundwave, Il Sistema degli Oggetti, Tee Library, Bustler.
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