HIGHLIGHTS of Pitti Uomo 90: new names, special projects and the return of previous participants

_ Drumohr returns to Pitti Uomo with an independent stand in the Monumental Area and presents the Informal Jacket project: fully-fashioned jersey jackets, strictly stretch, designed for the international traveling man;

_ Pal Zileri also returns this summer to present the Lab Pal Zileri line in the prestigious Orologio space;
_Tateossian London has picked the sought-after Central Pavilion as the place to launch its new accessories: a leather capsule collection – a line of ultra-contemporary backpacks with matching wallets and belts – and a line of moonstone jewellery.
_ Important return of Premiata to Pitti Uomo with a project that showcases the new collection and style of the footwear brand from Le Marche;
_ISKO™, the major global denim producer and partner of the most prestigious fashion brands, is taking part in the fair for the first time with an innovative itinerary to discover the denim of the future: in the Sala delle Grotte, “The winner cellar - A selection of talents and denim innovation by ISKO™” will offer an experience of the most revolutionary denim technologies, along with a panoramic overview of the ISKO I-SKOOL™, contest and educational project that valorizes young talents from the top international design e marketing schools;
_ Burlington is launching its new direction at Pitti Uomo in a major space in the Giardino del Glicine;
_ Mandarina Duck, the historic Italian brand, has chosen an independent stand in the Monumental Area for a project that will star one of the most successful icons of the ’80s, the Utility backpack, revisited in an urban and contemporary style;
_ Fred Perry’s influential presence, as it presents its main collection at I Play, is also, for the first time, bringing a handful of special projects to l’Altro Uomo: the brand’s collaboration with the Amy Winehouse Foundation and the Lauren Wreath Collection and its co-branding initiatives with Raf Simons and Art Comes First;
_ Lyle & Scott is presenting its new collection for spring and summer in a large space at the Cavaniglia;
_Le Coq Sportif has chosen Pitti Uomo and I Play to preview the brand’s new direction;
_ the new House of Holland and Umbro co-branding project is using Pitti Uomo as an exclusive launching board, exhibiting in the Strozzi Arena;
_Hudson Jeans, an iconic name in made-in-the-USA denim, is taking part in Pitti Uomo for the first time ever, with a strategic position at the Arsenale;
_Giro d’stil is holding “The Most Fashionable Bicycle Race on The Planet” at Pitti Uomo. Top international menswear brands will take part in a special tour over the four days of the fair: impeccably dressed cyclists racing bespoke Velorbis bicycles at Fortezza da Basso - on a track in the Cortile della Polveriera - and on the streets of Florence.