#Love It will debut at Pitti
#Love It will debut at Pitti
 

03 Jan. 2014

Show Preview Pitti Immagine: Part II - Attention to detail

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

A series of carefully manufactured collections and projects will debut at the show. Rossignol will launch a new worldwide preview of its new apparel concept to be disclosed within an event to be held in Florence city centre. L’Altro Uomo section will host special capsule collections such as a Dr. Martens (UK) special edition product, and a special capsule collection by Levi’s. “In order to hit different targets and markets, brands are offering special projects that show how a brand is evolving constantly – either toward made-to-measure products aimed at more mature and demanding consumers, or at the very young, by strongly focusing on striking and impressive items and inspiration,” explains Cristaudo. “It is a route many companies are taking in order to fight cheaper products offered by competitors.” For this reason, Roy Rogers will move and exhibit inside the central pavilion with the aim to offer a tailor made concept. It will launch its new Ivy line, a capsule collection entirely made in Italy that applies tailor made production techniques to premium denim products. All items are made with US and Japanese selvedge denims, inner pocket linings are made with authentic British fabrics and back leather labels are made from pony-horse or vegetable dyed leathers. The fit is inspired by typical fits form the 50s (with high-raise in the back and medium raise in the front), though redesigned according to modern inspiration. In addition, Roy Rogers will also launch their special book “Vintage Girls”.

Scotch & Soda will present the preview of a new eclectic couture collection and a special project - Atelier Scotch. This new tailoring collection will offer up to 100 styles, of which 60% are shirts. The collection has a more serious tone than the older Scotch & Soda sister brand. It is aimed at the upmarket man who has travelled the globe - from Paris to Milan, New York to Tokyo and London to Amsterdam. The new collection will debut internationally in Florence, at Pitti Uomo and then will head for Berlin at Bread&Butter. It will also be sold through a new Atelier Scotch concept store that will open in Amsterdam in Fall 2014. Also, debuting at Pitti Uomo is #LOVE IT (loveitjeans.com), a new denim brand for women by expert denim designer Angelo Bruni. The new brand will be presented outside of the Fortezza and available from S/S 2014. The new feminine, basic-chic collection is completely made in Italy and offers a selection of stretch-body jeans in a variety of denims – from light greys to dark hues.

A street flavour
Among more sophisticated and forward minded interpretations of streetwear and sportswear are special capsules such as Pony X ACF, a new collaboration to be announced between the New York sneaker brand and the art and creative collective Art Comes First. Other interesting capsules include Korean brand Series, Italian brand Colmar, US brand Datura, Swiss sportswear brand Nabholz1821, and French sportswear brand Veja. A highly defined evolution of streetwear brands and products will also characterise My Factory and all of its research brands. Among them are some new entries such the US backpack brand Sprayground, sock brand SP Sox, Bolle shoes and New Era caps.

To be continued with the Pitti Preview Part III coming on Monday.

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