January is confirmed as a fundamental month for men’s fashion. All the spotlight is on Pitti and MFW, even more so after the cancellation of London Fashion Week in December, due to covid-19.
Therefore, the Fashion system tries to keep up and give a message of courage to a sector that has been among the most penalized following the last health emergency.
The 101st edition of the most important fair in the men’s sector inaugurated yesterday at the Fortezza da Basso in Florence is based on sustainability, respect for the environment, and upcycling. Yes, to the development of archives and the reuse of fabrics in stock: it is the fashion of the near future.
“We’ve been thinking about it a lot, especially in the last month. It was easier to give up, but we thought about the value and our institutional role in fashion, holding in the system, and giving direction. We have held on. We must give a sense of confidence.” Claudio Marenzi, president of Herno, and president of Pitti Immagine explains the importance of Pitti Uomo 101 in presence.
And for Herno he illustrated the characteristics of the new collection: “The main novelty is the explosion of color in the Globe collection, where we have declined for the first time the fabrics linked to sustainability for which biodegradable or recycled or recyclable, with strong colors and also with writings that incite sustainability, so a collection also aimed at the youngest consumer”.
Among the exhibitors is Patrizia Biondi, president of Roy Roger’s and daughter of the inventor, in 1952, of the first Italian jeans whose 70th anniversary is celebrated in the Fortezza stand with a capsule of 30 pieces “all produced with 20 percent recycled denim». Biondi adds that another capsule of jeans in denim entirely recycled “using overproduction materials that would otherwise go to waste” is already ready at Roy Roger’s.
Great absentees Brunello Cucinelli and Ann Demeulemeester and international VIPs, but there was still the presence of 610 exhibitors and international buyers.