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									                                      PITTI UOMO N. 79
                        Florence, Fortezza da Basso, 11-14 January 2011

                   The sections, the numbers and what’s new
Once again, this January Pitti Uomo will mark a record: 1,010 brands will be showing at the
Fortezza da Basso, plus 80 women’s collections at the Dogana for Pitti W, bringing the total to
more than 1,090 collections presented. The fair’s role as a point of reference on the international
scene is confirmed once again by the increase in the number of applications from other countries
(the requests from foreign firms and brands have risen by 20% for this edition). And let’s not
forget the Pitti Uomo buyers: at the last winter edition, out of a total of 30,000 visitors, 23,360
buyers came to Florence representing all the most important boutiques and departments stores in
the world. And the Pitti Club, whose members include some of the most prestigious names in the
world, has over 150 Italian stores and more than 550 from abroad.

                          The new e-Pitti project: FIERADIGITALE
“We are proud to announce an exciting new feature for the next Pitti Uomo”, says Raffaello
Napoleone, CEO of Pitti Immagine, the creation of a new company, FieraDigitale, and the launch
of e-Pitti, a virtual fair, and the only one of its kind in the world that will present the physical fair
experience online. The main goal of e-Pitti is to expand, prolong and render the experience of the
physical fair by multiplying opportunities for contacts for all interlocutors, quickly reaching new
markets and new clients and facilitating research and selection work for the buyers”.

                    Even more dynamic events at the FORTEZZA :
                  special projects, previews and important re-entries
Top companies choose Pitti Uomo and Florence to present their collections and special projects
as well as to consolidate their international strategies at the start of the season. There has been
an increase in the number of companies asking to organize events inside the walls of the
Fortezza, the perfect venue for expanding their promotional presence and detecting the tastes of
both buyers and press. Here are some of the new features and previews for this edition:
_ the Boglioli project, presenting its style as well as its first accessories collection in a special
space on the Lower Level of the Main Pavilion;
_ an important re-entry on the part of Hugo Boss who is bringing the premium Boss Selection
line to Pitti Uomo, and will be showing in the Sala Ottagonale;
_ the European launch of the new collection by Arrow – one of the American heritage brands –
from the Tommy Hilfiger Group, which will be presented to the Pitti Uomo international audience.
_ the event organized in cooperation with L’Uomo Vogue to celebrate the 125th anniversary of
Pantofola d’Oro;
_ the new Archive Research Project - A.R.P. – by Umbro in cooperation with Aitor Throup, a
capsule collection that shows what the designer has done with the icon-items in the British
football brand’s huge archives;
_ the special presence of Jacob Cohen, who will present a new collection in an important space
on the Lower Level of the Main Pavilion;
_ the US fashion designer Adam Kimmel will launch in exclusivity at Pitti Uomo his new project
Adam Kimmel Carhartt, in cooperation with the historic brand workwear made in USA Carhartt;
_ the Slowear Group will be attending Pitti Uomo with “Tribute to Montedoro”, a stand entirely
dedicated to the brand that specializes in jackets and outerwear, established in 1958 and owned
by the group since 2001.
_ the Pitti Uomo debut of the Scottish brand Folk Clothing which will be presenting its collection
at a trade fair for the first time.

                            PITTI CITY: the theme for January 2011
“Welcome to Pitti City”: visitors to the Fortezza in January will be greeted by a huge,
colorful, pop-graphics billboard in the forecourt. This edition’s theme is Pitti City, a visual
metaphor of the city as the perfect portrayal of contemporary fashions for men. The “stars” of the
installation inside the Fortezza will be colorful, ironic, three-dimensional popup versions of the
logos of Pitti Uomo’s 14 sections, symbols that convey the variety of the styles featured in the
several areas…the driving force behind the fair. And this is precisely what distinguishes Pitti
Uomo from all the other international fairs: it presents the many facets and faces of men’s
fashions and does so in a very special venue – the Fortezza da Basso that makes its own
contribution to the fair through its architectural uniqueness. Pitti City is also the image of the
relationship between the fair and the city: Pitti City is Florence, and for four days Florence is Pitti
City – the international fulcrum of contemporary fashions and lifestyle trends. The Pitti City
graphics were created by Studio Camuffo, one of the most creative graphic arts studios in Italy
today.

                            The NEW LAYOUT by Patricia Urquiola
                       completes the transformation of the Main Pavilion
This coming January, the new layout for Pitti Uomo, designed by architect and designer, Patricia
Urquiola, will complete the geography of the Main Pavilion as it will now extend to the ground
floor, with open stands that facilitate dialogue between the products and brands just like in a real
department store. The Ground Floor, with its collections and brands, will dialogue even more
directly with the Cavaniglia Pavilion (Sport & Sport) on one side and the experimental-
sophisticated looks of the Fashion District (Futuro Maschile, Touch! and l’Altro Uomo) on the
other. This way, the Main Pavilion will be both the place where Pitti Uomo works through current
lifestyle trends and the symbol of how the fair has evolved over the years, bringing together the
strongest spirits driving menswear on the markets today.

                       The role of the NEW FORMAL at Pitti Uomo
The role of the “new formal” in the geography of the fair and men’s fashion is growing. On the
one hand, the lower floor of the Main Pavillon is increasingly becoming the place chosen by
companies - with names such as Boglioli, Brunello Cucinelli, Church’s, CIPA by Kiton,
Cruciani, Lardini, Isaia, Jacob Cohen, Drumohr and others - to represent, through their
collections, the look that has been developing over recent seasons thanks to ongoing classic-
experimental-sportswear contaminations, expressed by other names such as CIPA by Kiton and
Cantarelli. On the other hand, Futuro Maschile with its Italian and international firms – names
such as Sartorio, Roda, Camoshita United Arrows, Alden and others - continues to present
the new word in men’s elegance with products that combine an artisan touch, style content and
concreteness. They are established names that, season after season, have chosen the Fortezza
da Basso as the place to refresh their identities in harmony with the tastes, styles and speed of
the present.

                       The attention on SPORTSWEAR is growing
The big names in sportswear, the brands that are going best on the markets are making more
and more investments in the fair which they see as the ideal platform for expressing themselves
and presenting new initiatives. And while brands such as Marina Yachting and CP Company
are leasing bigger areas and creating striking settings, we are also witnessing important returns
to the Pitti Uomo stage such as Façonnable and Jeckerson, and important world premieres
such as the elegant new Albert Arts collection.


                      New POP UP STORES at the MAIN PAVILION
Now in addition to the Lower and Upper Levels, the Ground Floor of the Main Pavilion will also
have Pop Up Stores: one dedicated to design with a special selection of “easy design” items,
projects focusing on everyday quality and luxury from Skitsch that dialogue with a broader public,
created to be sold in the best concept stores. A complete, eclectic day-to-day living collection
created by both established and up-and-coming international designers - in cooperation with the
art director Cristina Morozzi; and a pop-up store focusing on wellness with personal and body
care products, all selected in the distinctive Pitti style. Plus an area dedicated to the passion for
motorbikes: 7 motorbikes will be on display at the Fine Art Dirt Collection featuring a
speedway and flat track exhibition presented by Roberto Totti and Mr Martini, two world famous
customizers, and the footwear designer, Alberto Fasciani, in a project curated by photographer
Alberto Narduzzi. These three new special areas express the complementary relationships
among the clothing, objects, and products that are increasingly characterizing the fair’s lifestyle
offer, reflecting the ever-evolving image of the Main Pavilion.

                             The focus is on TOUCH! research
Touch! is a growing world, with a long waiting list due to the many international firms that want to
present their collections in that world. They are mainly international brands, that express the
most eclectic research in clothing for the contemporary man, the most visionary styling that holds
onto traditions, the most sophisticated and richest materials from the past that come together in
what we can call the avant-garde of the present.

            MY FACTORY: showing emerging styles is a winning ticket
My Factory, the Pitti Uomo section created last June is taking over more of the Lyceum with a
new urban setting created by Oliviero Baldini. My Factory started as a wager: to show emerging
looks in fashion that refer to current metro culture, new technologies, and contaminations among
music, art and design. Developing a single context for such a varied grouping was not easy, but
My Factory has managed to present itself as the ideal showcase for both exhibitors and buyers
who are always on the look out for novelty, innovation and new inputs. The brands featured at
this edition include: Bob Sdrunk, Commune de Paris 1871, Frost Birgens, HTC - Hollywood
Trading Company, Il Sistema Degli Oggetti, Levi's Made & Crafted, Salvation Nation,
Springa and Uniforms For The Dedicated.

                                The debuts at NEW BEAT(S)
The first floor of the Lyceum will again be hosting New Beat(s), the area that Pitti Uomo dedicates
to real debuts. Here are the young designers from all over the world – from South Korea or
Australia or the United Kingdom – whom the Pitti scouts found to be the most interesting on the
scene today and whose first rendezvous with an international audience will be at Pitti Uomo. The
names featured at this edition include: Cipher, Ehud – Dutch Touch Firenze 2011, G.A.M.P,
Huxley, Hyun Yeu– Dutch Touch Firenze 2011, Intomyhouse, Mastruka, Moveroma,
Quayeyeware Australia, Rae Jones, Resurrection, Twins For Peace, Xavier Brisoux.
                                 NUMBERS AND NEW NAMES
Brands / Firms
1.010 brands/collections at this edition
363 brands from abroad (35,9% of the total)
817 firms expected to the fair
Area: 59,000 square meters
Sections
The 14 stages along the route that take you through the world of men’s fashions
_ Pitti Uomo, Affinità Elettive, Pop Up Stores, Fashion At Work
_ Sport & Sport, Uppercasual
_ Ynformal, Urban Panorama, My Factory
_ Fashion / Design, Futuro Maschile, Touch!, l’Altro Uomo, New Beat(s)
Buyers / visitors
30,000 visitors in total
over 23,360 buyers attended the past winter’s edition
of which 7,100 (30% of the total) came from abroad

             BOUTIQUES and DEPARTMENT STORES at the last winter edition:
Barneys Japan (Japan), Barneys NY (United States), Beams (Japan), Bergdorf & Goodman
(United States), Biffi (Italy), Beymen (Turkey), Bloomingdale's (United States), Bosco dei Ciliegi
(Russia), Dover Street Market (United Kingdom), Galeries Lafayette (France), Giglio (Italy), Giò
Moretti (Italy), Harrods (United Kingdom), Harry Rosen (Canada), Harvey Nichols (Hong Kong),
Harvey Nichols Dubai (United Arab Emirates), Helen Marlen (Ukraine), Holt Renfrew (Canada),
Isetan (Japan), Jofre 1929 (Spain), L'Eclaireur (France), Lane Crawford (Hong Kong), Le Bon
Marchè (France), Liberty (United Kingdom), Loden Frey (Germany), Luisa Via Roma (Italy),
Neiman Marcus (United States), Peek & Cloppenburg (Germany), Penelope (Italy), Podium
(Russia), Printemps (France), Saks Fifth Avenue (United States), Saks Fifth Avenue Dubai
(Emirati Arabi Uniti), San Carlo (Italy), Santa Eulalia (Spain), Sbaiz (Italy), Selfridges (United
Kingdom), Shinsegae (South Korea), Takashimaya (Japan), United Arrows (Japan).
the main foreign reference markets: Germany, Spain, Japan, Holland, China, United
Kingdom, France, Turkey, Switzerland, South Korea, Belgium, Greece, United States,
Austria, Russia, Portugal and Sweden.

                         The NEW NAMES and RETURNS include:
AUSTRALIA: Quayeyeware Australia
AUSTRIA: Dukes Finest Vintage Artisan
CANADA: Arc’Teryx Veilance, Naked & Famous Denim
SOUTH KOREA: Resurrection
DENMARK: Frost Birgens, Jack & Jones - Premium Vintage, Norse Projects, S.N.S. Herning
FRANCE: Albert Arts, Bill Tornade, Chevignon, Commune de Paris, 1871, Dr Sebagh,
Façonnable, Heeley, Lotho, Monsieur Lacenaire, Odin, Twins For Peace, Veja Fair Trade,
Warlop, Xavier Brisoux
GERMANY: Biehl, Boss Selection, Thom Krom, Zdar Boot
JAPAN: Chausser, Dix Cinq Six, Edwin, K.T. Lewiston, Ohba Seihou, Spingle Move
UNITED KINGDOM: Archive Research Project from Umbro / Aitor Throup, Bench, Folk,
Gaziano & Girling, Grenson, Harris Tweed, Hawick Knitwear, Hentsch Man, Jane Carr,
Maharishi, Mors, Musto, Rae Jones, Superdry
HONG KONG: Cipher
ITALY: 10East, 500gr, Ah-Mazing, Blancheur, Bob Sdrunk, Cangiari, Capobianco Life Style,
Charles B. Alkis, Combo, Diemme, Dunlop, Esemplare, Industriecologiche, Inverni, Jacob
Cohën, Jakt, Jeckerson, Moon Boot, Mr. & Mrs. Furs, Moveroma, ncs, Pence, Pharmacy
Industry, Police, President’s, Ra-re, Sneeky Sneaker, Stewart, Vampire
HOLLAND: Avelon – Dutch Touch Firenze 2011, Ehud – Dutch Touch Firenze 2011, Hyun
Yeu – Dutch Touch Firenze 2011
UNITED STATES: Adam Kimmel, Arrow, Current/ Elliott, HTC - Hollywood Trading
Company, Individualized, Lanai Transit/Hawaii, Levi's Made & Crafted, Manastash, Paul
Frank, Pendleton, Red Wing, The Hill Side, The Stronghold, Ucla, Wolverine
SPAIN: Bow-Tie, Caramelo, Sepai
SWEDEN: Bobbie Burns, Cheap Monday, Fjallraven, Nikolaj by Nikolaj D’Etoiles, Nudie,
Tretorn.


                                                               Florence, 11 January 2011

								
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