Vroom Pitti Vroom

Is there something that can remind to the
feeling of freedom more than a motor?

And now we come to the theme of Pitti Uomo 84, which is going to be two-wheeled vehicles and the bikers lifestyle, and which is often thought even for those who do not ride motorbikes at all. “Trousers with creases that resemble the leaning of the riders in the direction of the bend –says Agostino Poletto, deputy general manager of Pitti Immagine, as well as silk and spanners, precious linen textures and oil patches on the floor, studs and sport, denim fashion and high-tech tissues, leather, helmets and velvets”. In June, everybody is going to hear the rumble of motors and fashion at Pitti Uomo. Visitors are going to be welcomed, already in the Piazzale Centrale, by a really huge numbers of motorbikes, totally new and unique models and concept motorcycles exceptionally designed for this event which remind more to art’s fascination than to their functionality on the road: classic motorbikes, icon race models and pictures of travels on the road. The setting up of the Main Pavilion, designed by Oliviero Baldini, doesn’t forget anything, including the 50cc motorbykes.

The fever for the cinquantini
Every Day from
11.30 am to 1.30 pm
(read more)
Riders Station
Dedicated to hungry, thirsty biker
(read more)
Motociclettismi
A special installation
(read more)
Pitti People on Bike
The exhibitors' photos go "Vroom Pitti Vroom"
(read more)

Rolling Stone e Vitale Barberis Canonico

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Francesco Barberis Canonico, creative director of the Vitale Barberis Canonico wool mill, astride his 1953 Moto Guzzi Super Alce.

An icon that’s “classic with a twist”, the wool mill is at Pitti Immagine Uomo 84 to launch its 350th anniversary celebrations with a space dedicated to the crossover between style and rock. The event boasts a special partner: Rolling Stone magazine, which will be including the Rock&Roll Gentlemen's Style Guide with its June edition, a style manual created with Vitale Barberis Canonico and dedicated to rockers who won’t compromise when it comes to tailoring. Because… V.B.C. Rocks!

Michele Lupi Director of Rolling Stone Italy

Rolling Stone, in collaboration with Vitale Barberis Canonico –celebrating 350 years of activity this year, this company has been recognized at an international level as ‘The Oldest Woollen Mill in The World’- is going to present Rock&Roll Gentlemen’s Style Guide , a dossier about the contamination rock and style. Then, inside the Fortezza, an exhibition dedicated to style in rock music: the main theme will be the style of the “tailored suit”, as it has been interpreted by the world’s most famous rock stars. Furthermore, a rock band is expected to play live during the three days of Pitti Uomo.

HTC Hollywood Trading Company

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“We were very keen to take up Pitti’s invitation to actively take part in Vroom Pitti Vroom. I believe that Pitti Uomo is the right scene for sharing the emotions one feels when one wears a real leather jacket, made using the finest Italian hides, with the scent emanated by a handmade piece. Those are emotions that bikers live to the full, just as they live their freedom of spirit to the full; they too, just like me and as a result my brand, are into details. Bikers love customization, their “own interpretation” of their free spirit, because being a biker means being free. That’s why we decided to work with the best custom bikers in the world, to create one-off pieces, proper motorcycles that have customized saddles and accessories. At the next Pitti Immagine Uomo we’ll be presenting a series of vintage jackets taken from my personal archive and from HTC collections; the series will of course be in leather only, and will be a strong symbol of that spirit.”


Andrea Brà
Hollywood Trading Company (HTC), was born in the 1990's in Los Angeles, California, out of an obsession for vintage, American leather accessories.
A combination of history and reclamation led to reinterpreting their exceptional, historical workmanship with leather belts, which soon captured the attention of fans and retailers with its unique vision of iconic and timeless fashion accessories. 

The fever for the cinquantini

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Every day from11.30 am to 1.30 pm a special motorcade of 16 bikes will start from the Magazzini del Teatro to the Entrance Courtyard of the Central Pavillion

Cinquantini: small jewels of design and mechanics from the 1960s and 1970s, largely Made in Italy.  Produced by famous and lesser-known brands, they were a cultural phenomenon and contributed with their contours to the dawning epic of Italian style.

Nostalgia, retro-mania, Amarcord? No, because they retain something of the future and for this reason they are still popular among the very young riders of today.

Look at the complete Photo Album

Riders Station

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Vanni Bassetti

In the Spazio Belfiore area a Riders Station – a special gas station dedicated to hungry, thirsty bikers, created in partnership with the magazine Riders; photographs of the mechanics’ workshops and garages which are a hub for motorcycle fans, of tattoos, of biker girls and of the glory days of racing, showing smart riders sitting astride their bikes wearing jackets and ties, and those who turn old “Ciao” scooters into cross bikes.

Motociclettismi

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Claudio Bonoldi Studio

Motociclettismi, an installation featuring iron, rough welding, videos, noise, monitors, rust, graphics and futuristic biker language. A work of art which reflects upon the coarse, unstable nature of those who feel they are motorcyclists first, and men second.

 
Art direction, directing, camerawork and editing by Alberto Narduzzi and Andrea Moro.
Graphic Concept dogtrot 
Text by Alberto Narduzzi
Lecture by Carlo Zulian of Culiduri

Pitti People on Bike

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Claudio Bonoldi Studio

Claudio Bonoldi Studio

THANKS TO EVERYONE WHO SENT US THEIR PHOTOS

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