“The future starts at Pitti.” – Adriano Goldschmied, an Italian designer, godfather of denim, one of the participants of “From Pitti With Love”, a special physical installation with 100 quotes from 100 reference persons who defined what Pitti means to them, a highlight for this extraordinary 100th edition of this most important men’s fashion event.

Until July 2nd, Pitti Uomo is back, live, in Florence. In the year we need a progressive vision more than ever, Pitti Immagine Uomo returned, after its recent two editions online, with a total of 395 Italian and international brands attending, including iconic brands like C.P. Company, Lotto, Alessandro Gherardi, Piacenza Cashmere 1733 and contemporary brands like Giampaolo 1962 and Gavazzeni, to enliven, strengthen and dictate the Spring Summer 2022 season trends, together with introducing ‘sustainability’ as philosophy. Focusing on using natural materials, recycling of styles and ideas, as if to represent the rebirth of creativity after the epochal clash with the pandemic. 

To accentuation its eco-conscious philosophy, Pitti Uomo 100 introduces the special collection, Rolf Ekroth SS22 exclusively on Pitti Connect, a Finnish designer known for his conceptual streetwear presents an exclusive video from the SS22 collection made of Bio2®Textile, an ecological cotton-like fabric developed by the Finnish energy company, Fortum, with agricultural waste from straw. On the other side, Pitti Uomo continues its advance digital path with ‘Global Pitti Connect’ platform and the new ‘Pitti Studios’, a photo, video and storytelling content production service designed to enhance brand proposals from a social and digital media cross-channel perspective, on Pitti Connect and on the platforms of the exhibitors themselves. 

Apart from this, the 100th edition also featured a special guest, Thebe Magugu, a South African fashion designer, who will preview a special men’s collection at the event dedicated to the location, Fortezza da Basso, where will also host a special live fashion photo shoot for Arena Homme +, the semi-annual English magazine, featuring Pitti Uomo brands and young Italian photographers.