Uomo

SPECIAL PROJECTS AND WHAT’S NEW AT PITTI UOMO 77
The special projects, premieres and international debuts featured at the Fortezza da Basso include: Everlast’s special layout to celebrate the brand’s 100th birthday, designed by architect Elio Di Franco; the important relaunch of the oldest Italian luxury knitwear fashion house, Avon Celli; the international preview of the new Boglioli Future Perfect concept; the international premiere of Blaine, a line aimed at a younger target group from Harmont & Blaine; the worldwide presentation of the new collections from the prestigious Scottish heritage brand Barbour; the Pitti Uomo debut of a cult contemporary jeanswear brand, Denham from Holland; the international premiere of Fornarina Sportglam, the new fitness-chic line from Fornarina; the presentation of the limited edition sneakers that reinterpret historic versions of Pump, Reebok’s icon shoe; the special exhibition space, outside the Arena Strozzi, where the add brand will be presenting its style and new collection and, finally, the debut launch of the new men’s line from the Swedish brand, Contemporary Menswear, Post Fire Dew. 

PATRICIA URQUIOLA’S NEW LAYOUT DESIGN AND THE NEW LIFESTYLE AREAS IN THE MAIN PAVILION
Pitti Uomo is launching a new exhibition layout curated by Patricia Urquiola: a new way of living and recounting the event.  The Main Pavilion, the historic heart of the event that showcases some of the biggest names in classic-contemporary looks, will be totally revolutionized by the Spanish designer’s project.  On the Lower Level the focus will be on the latest combinations of clothing, accessories, lifestyle culture and entertainment.

And, there will be the Pop Up Stores, three exhibition areas on the Lower Level dedicated to a selection of lifestyle accessories: from bags to jewels, from eyewear to watches, from cosmetics to books and pocket technologies.  Created to give voice to the new complementarity between clothes and objects, the Pop Up Stores are the answer to a need: increasingly sophisticated buyers are constantly on the lookout for new and personal product-style combinations.  The names for this edition include: 19 Andrea's 47, A B A brand apart, Amaort, Amazonlife – Eco Brand, Asus, Bruno Bordese Uomo, Dugway, Ecojewel, Extrahenrytimi, Faliero Sarti per l'O, Gentlemen's Tonic, H'katsukawa from Tokyo, Instant Collection, Knize, Le Yucca's, Louis Quatorze, Orlebar Brown, P.D.O. Gold, Piet Breinholm - The Last Bag Made in Denmak, PLM, Ralph Vaessen, Red Wing, Sal Cantini, Sony Ericsson, Timex 80, Toshiba Computer Division and Zumreed.

Finally, the new layout will include 5 special areas dedicated to the themes of the culture-consumption and pleasures enjoyed by men: this is the new That’s me in pills project.  Books, music CDs, products to use when traveling, for hobbies or for seduction: each theme will be represented by a special selection that Pitti Immagine has entrusted to a group of lifestyle magazine editors.

PITTI PEOPLE TAKE THE FLOOR WITH “WHAT’S FASHION ABOUT?”
“What’s Fashion About?” is the new tribute to the international community of buyers and visitors attending the fair, as well as the leitmotif of this edition, based on words, concepts and gossip related to the world of fashion. “There will be a very full series of interviews conducted by a group of roaming bloggers”, explains Agostino Poletto, deputy general manager of Pitti Immagine “and once again the protagonists will be the Pitti People, the colorful community of buyers, members of press and visitors who with their style and ideas contribute to the event’s uniqueness”. An installation with a huge banner in the Fortezza da Basso forecourt will gather the words, ideas and suggestions proffered by some of the lead players at Pitti Uomo -  with additional interventions in the new layout for the Main Pavilion.

NEW NAMES AND ALL AROUND CREATIVITY: NEW BEAT(S)
AND WELCOME TO MY HOUSE
The new names, the collections by young, avant-garde brands that the Pitti scouts found most interesting as they traveled the world, from Germany to Japan, are the protagonists of New Beat(s) in the Lyceum, which is going “Deep Red” in the new image curated by designer Ilaria Marelli.  The names at this edition are: Alfie Bobo', Almire, Be Different, Bigfatfanny, Cor Sine Labe Doli, Dad Crown, Diciotto, Elia Maurizi, K Generation, Kaoru Kaneko, My Bob. Use Your Head!, Opra, Paul Adams, Retal Reciclaje Creativo,  Saint Paul, Sopopular, and Synthagma.

The other half of the Lyceum will host Welcome to my house, featuring a selection of young, but already known names that focus their research and efforts on street culture.  In the new Openspace layout designed by UP! - Studio Design, the Paris-based team of designers, Welcome will become an ideal habitat for projects with high creative content. The names for this edition include: [ m o a, 2 Di Picche Recycled, Aiaiai, Bobbie Burns, Bored, Bulk Tm, Hey Dude!, Jumper-s, Merry Autumn, Santafe, Sunettes, Toxic. Toy*, Wize & Ope, and Zeroottouno.
(see enclosed press release)

MORE COOPERATION WITH ICE FOR THE PRESS AND BUYERS
The new year, 2010, will be distinguished by closer cooperation with ICE - Italian Trade Commission. Pitti Immagine wishes to thank ICE for the decisive contribution to the organization of the cycle of European press conferences presenting the shows and events being held in the first half of 2010. ICE also supports Pitti Immagine in organizing international delegations of buyers and members of the press that come to the Florence trade fairs. These “missions” are fundamental tools for spreading the word about the Pitti Immagine events on new markets and for strengthening the presence of Italian fashions throughout Europe and the world.

EXHIBITORS 
765 firms
a total of 936 brands, of which 305  (32,6% of the total) from abroad
 
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, Fashion At Work, Pop Up Stores_ Sport & Sport, Uppercasual_ Ynformal, Urban Panorama, Welcome To My House_ Fashion / Design, Futuro Maschile, Touch!, l’Altro Uomo, New Beat(s)
 
BUYERS                    
22,672 buyers attended the past winter’s editionof which 7,066  (31% of the total) came from abroadthe main foreign reference markets: Germany, Japan, Spain, United Kingdom, Holland, France, Turkey, Greece, Switzerland, South Korea, Belgium, China, United States, Austria, Russia and Portugal 
 
NEW NAMES AND RETURNS  
The NEW NAMES and RETURNS include:19 Andrea’s 47, 2 Man Jeans, A B A brand Apart, Aigle, Alfredo Beretta dal 1947, American Essentials, Barbour, Barleycorn, Be Different, Ben Mori, Blaine, Boglioli future perfect, BPD Be Proud of this Dress, Bruno Bordese Uomo, Buttero, By Basi, Camo, Camplin, Casio, Cristiano Fissore, Dad Crown, Daniele Alessandrini, Denham, Eden Park, Elia Maurizi, Elvine, Essentiel, Extrahenrytimi, Fame F.F.C.C., Fiona Rae, Fornarina Sportglam, Gentlemen’s Tonic, H’Katsukawa from Tokyo, Holubar, Hummel, Hvana, J Keydge, Jan Mayen, John Ashfield, Joy For Toy – JFT, Knize, Le Yucca’s, Lecur, Liberty of London, Louis Quatorze, Mac Hay, Manas, Michetti Daniele, Momodesign, Monitaly,  Monocrom, Muehlbauer, My Bob Use Your Head!, Nanamica, No Name Tees, Notify, Oliver Borde, Orlebar Brown, Ossa, Our Legacy, Pantofola d’Oro for 45rpm, Penfield, Post Fire Dew, Pratoni, Quick, Radii Footwear, Reebok, Refrigiwear, Richard Anderson, Rocco P., S.N.S. Herning, Saint Paul, Scalpers, Se' By Icho Nobutsugu, Sebago, Sony Ericsson, Sorel, Spalding, Spina, Swims, Synthagma, Tokidoki, Toshiba Computer Division, Virtus Palestre, Tuesday Night Band Practice, White Raven, Zero Halliburton, ZU + Elements and Zumreed.