Out of Africa
Menswear buyers and brands flock to Pitti Uomo to read the industry tea leaves: who’s buying what, from where and why. This year in Florence African menswear has been brought to the fashion fore with “Generation Africa”, a show run in conjunction with the International Trade Centre’s Ethical Fashion Initiative and featuring labels such as AKJP and Ikiré Jones (pictured). Menswear on the continent is a small but growing industry; the biannual South African Menswear Week in Cape Town is the most visible vehicle for pushing forward fresh talent but it was launched only last year. “It’s still niche but it’s developing very quickly. It’s one of the looks of the future on the international market,” says Simone Cipriani, the Ethical Fashion Initiative’s head and founder. “Shoppers in New York and Japan are starting to have a taste for this, which was unusual even 10 years ago.” To hear more from Cipriani and other Pitti highlights, tune in to Monocle 24’s business show The Entrepreneurs next Wednesday, 20 January.