Pitti Immagine Uomo and Florence are getting ready for their 85th edition, taking place tomorrow, from 7 - 10 January 2014 in Fortezza da Basso, Florence.

Sportswear and denim brands on show

Debuting brands include PRPS, American luxury denim brand with an artisanal soul, showing for the first time inside the Fortezza, and launching its global lifestyle collection; American Vintage, French casual chic sportswear brand also debuting in Florence with the aim to further expand internationally, and Champion, the specialist sportswear brand will present a new capsule collection by U.S. designer Todd Snyder.

WP Lavori in Corso are presenting the world preview of their new Baracuta Blue Label Collection, designed by English designer Jeff Griffin. G-Star will launch a new denim selvedge and RAW Denim collection together with a new retail concept. Moreover they will celebrate the 10th anniversary of their collaboration with Marc Newson. To mark the occasion they will release a premium collection with innovative finished selvedge denim and reinvented tees and sweats. Geospirit will move to a new area inside the Fortezza, and have also organised a special event in downtown Florence.

Casuals with a cause

Ecology continues to be a hot topic for the jean market as presented by two brands – Haikure and Dockers. Haikure will present a series of items treated with a special technique - Ice Finishing, which uses ice and, therefore, less chemicals and energy. Dockers launch Wellthread, a selection of items produced by reducing the amount of water and energy used when making fabric. They are treated with pigments that react to low temperatures and dyeing substances that that don’t employ salt. As a result they are more environmentally friendly.

Global restyling

FGF Group brands Blauer, C.P. Company and Ten C will present their global restyling thanks to the collaboration with Paul Harvey and Alessandro Pungetti, who previously worked exclusively for C.P. Company. “Since they already designed for us and I thought they could bring continuity with modernity to all of our brands,” comments FGF Group’s President Enzo Fusco, who will continue designing and supervising his brands image and identity. “Their collaboration for Blauer, while staying true to outdoor US identity and the police world, they have added a more aggressive and modern identity to the brand.”

Sportswear goes hi-tech

Sportswear brands are focusing more and more on innovation. Among some of the latest developments, the show will present a selection of high-tech jackets such as Waxed, a selection of outer jackets made with coated high-tech fabrics and Bomboogie, pushing innovation ahead by offering garment-dyed down jackets, a selection of outer jackets that guarantee higher resistance to cold, and a series of new double-face high-res printed jackets characterised by urban landscape graphics. Woolrich John Rich & Bros will present some new interpretations of their Arctic Parka. One of which is made with mutton and refined with coyote fur produced in a limited edition version for their top clients worldwide.

Crocs will launch a series of new shoes made with a special patented material ColorLite, which guarantees light, flexible and versatile shoes, available in a wide selection of hues, and their winter boots are now waterproof thanks to a lining on the inside and details on the outside made from Sympatex. Dolomite has collaborated with the Italian IED design school for a new project involving 30 students. The best three ideas of apparel and accessories will be presented at this edition of Pitti Uomo.

A few more debuts will be on stage for this edition. Police, the urban-inspired eyewear brand by De Rigo group, will launch its total look apparel collection mixing motocycle vibe with workwear. Barleycorn, the men’s footwear line by Fornari, is back on the market with a new selection of urban sneakers reinterpreted in different leathers among which ponyhorse, crocodile and camouflage effect.