A Life Less Ordinary, Guy Rover Reimagines the Classics for FW 21
Exhibitors Spotlight focuses on a selection of brands exhibiting at this year's Pitti Uomo, showcasing their upcoming collections and special upcoming projects.
Led by an ‘modern elegance’ aesthetic, Guy Rover is an Italian brand characterized by comfort, considered cuts, and a premium finish. Exclusively Made in Italy, Guy Rover prides itself on timeless style.
Produced by skilled craftsmen who have been manufacturing for 40 years, the brand focuses on menswear, creating new codes of expression. Eschewing formal tropes without being overly casual, the collection is driven by outerwear. Designed with performance and quality in mind, the brand has produced 5 iconic pieces with unifying themes: technical, performing fabrics studied to favour a new way to move.
The theme of the FW 21 collection is based on discovering the extraordinary in the ordinary. Familiar pieces are made new via execution and design, and hero items include a classic Parka, Pea Coat and trousers.
Speaking on Pitti Uomo’s theme of ‘Fantastic Classic’ the brand expounds upon their reimagining of the ordinary:
“Rediscovering the capacity of seeing the extraordinary in what is ordinary. A manifesto of daily living we love, of the familiar items we are able to make well. We are Extra\ordinary makers. Making what is ordinary in a special way means laying out the new rules of everyday life. We believe that what is in everyday life is never superfluous.” Diletta Paoloni, Brand Manager and CDA member of Paoloni Group.
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