Despite the difficulties and challenges brands have to fight with on the Italian market, foreign brands still desire to exhibit in Florence, while others decide to open their flagships during the days of Pitti suh as Tommy Hilfiger, reopening their store in Piazza degli Antinori 3D, on 8 January, and Playlife inaugurating in Via Panzani 15-21 on 7 January 2014.

Owner of French casual total look brand American Vintage, Michel Azoulay explained: “We are participating in Pitti Uomo because it provides us with visibility in Italy, an indispensable fashion market for a company seeking to grow globally. Moreover we want to also increase our sales in menswear. So what better occasion?”

Another debut at Pitti is marked by US premium denim brand PRPS. Fabio Sala, CEO and co-owner, PRPS Italy explains: “PRPS had already started growing in Italy a few seasons ago but never succeeded. I think that by establishing a company that responds to problems and needs of retailers makes a difference. Moreover, the jeanswear market is cyclical. Once men have filled their wardrobe with a jeans brand, they then turn and try a new one. And PRPS is a valid alternative in a moment when not many brands are focused on men’s jeans - we offer three different collections aimed at different target consumers.

Moreover, we have also started offering a wider selection of items specifically devised for the European market. Italian and European consumers are demanding and careful when choosing what they wear. For this reason we created two models that are not available in the US - skinny and regular – and they are our bestsellers in Europe.”