Retail report from Pitti Uomo
A few thoughts on what it's like to be back in Italy for the first time since 2016.
Trainers you’ll log the miles in
We all need that one sneaker to hit the distance with. I’m talking grocery runs, meetings, school drop-offs. Give these suede, multi-colored trainers for a spin ($135)!
Last week was great.
I had the opportunity to visit Pitti Uomo with the good folks from Atelier Munro, a tailored clothing company based in Amsterdam. Thanks to the absolute homie Joachim Baan (a fellow Sprezza reader) for arranging this trip.
On Wednesday night, I co-hosted a dinner (with Munro and Mitchell Moss, founder & writer of Menswear Musings) at the iconic, beloved Coco Lezzone, a family restaurant in the heart of Florence.
And it was as you’d expect. Lots of classic Italian dishes, an abundance of wine, and good vibes.
It was an intimate dinner of around 20 people, and the only goal was to bring good people together, which checks out for me because that’s one of my favorite things to do as well.
I’m back home now and settled in, so I wanted to share a little about the experience of being at Pitti again.
General thoughts on Pitti
It’s funny describing the weird world of Pitti if you’re unfamiliar with it.
It really is quite the production. Essentially, Pitti Imagine is a family of trade show fairs showcasing consumer products, and it takes place in Florence, Italy, twice a year.
Pitti Uomo has become a Mecca of sorts for menswear at large. It’s where buyers connect with brands and product suppliers to review collections for future seasons.
There are also tons of journalists, brand agents, distributors, salespeople, designers, fabric companies and mills, and influencers.
I hadn’t been to Pitti since my OG blogging days in 2016, so I was curious to see what (if anything) had changed or if I’d run into people from a decade ago when I was originally steeped in the menswear industry.
A lot of people love it because there’s a communal feel to those in the clothing industry that you don’t get in many other places. You meet good people and keep those relationships, and you can pick things up right where they left off. For me, it felt the same way.
There’s also inevitable creative energy you walk away with at events like these. Especially now, for people who work remotely, it’s energizing to see the creative inspiration behind physical products.
Here are some homies I spent time with that week.
Discovery
I gotta say, when I got to the grounds, I was quickly reminded why I don’t love going to trade shows in the first place. They’re draining, and the energy feels a little desperate sometimes. The show can be overblown, big & loud, transactional, and not quite my scene.
At the same time, if you find your people, it can be a fantastic experience.
One of my favorite things about trade shows is finding independent brands that are smaller with a unique POV and product offering. They’re often tucked away in a corner, and it’s sometimes hard for people to find them.
But I feel that those are the best brands to discover.
I found a handful of wonderful brands with beautifully made products and a strong narrative to draw from.
Appreciation for heritage
Beyond the smaller independent brands, it’s also refreshing to take cues from the heritage ones too, the brands who take pride in manufacturing their products with pride and quality.
Whether it’s classics like Grenfell, Paraboot, or Jamieson’s of Shetland, seeing these brands have a place at this show is a good reminder that no matter what you try and create, it’ll likely never be better than the classics.
A few brands I like
Nanamica — The Japanese brand with close ties to Goldwin and North Face Purple Label always delivers strongly on functionality, muted color tones, and perfectly draped silhouettes.
Parages — Formerly known as Outland, French-born Parages does a fantastic job blending modern workwear and sportswear.
Gallia Knit Project — A newer Italian brand that makes the best knitwear, cashmere, and French Terry. Their stuff was heavyweight and buttery soft.
Forét Studio — The Danes are making a strong case for being a menswear destination worth paying attention to. From Norse Projects and Another Aspect to what Forét is building, it’s fun to see more brands pop up from Copenhagen.
Founders of Forét
Fun activation
There aren’t many athletic brands at Pitti, but Tracksmith showed up this year, and I felt it was a great way for a brand like theirs to activate an event in a sea of mostly tailored clothing.
They held an early morning run (which I did not attend - lol) along the historic Arno River, followed by a meetup at the classic Circolo del Tennis Firenze 1898, an OG private tennis club in Florence, where they showed their new product collection.
It was the right way to integrate their brand at Pitti.
I’ve got some fun street style to share with you too, but I’ll save that for next week. Hope you enjoyed the breakdown. Ciao for now!
I just came across Outland this spring and was so impressed by their line, I bought a new summer wardrobe on the spot (this never happens). I’m surprised they’re rebranding, but also can’t find any information about this other than in this newsletter. Is it yet to be announced?
So good to have you there!