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— Florence


Florence’s Pitti Uomo fair is a benchmark for how the market is shifting – and a chance to spot the big name brands of the future. This season’s event was also a showcase for the city itself and for ‘Brand Italy’.

The Pitti Uomo trade show in Florence kicked off Europe’s menswear season in style this January (with a well-heeled Italian brogue of course), and set the tone for the quietly confident weeks to come in Milan and Paris.

Italy may be the birthplace of fashion giants from Prada to Gucci, but it’s also the smaller, multibrand offer that’s gaining momentum in menswear. Trade-shows such as Pitti are allowing people to take a look at the provenance of materials, quality of design and heritage of brands. Independent companies such as Italy’s Slowear are…


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