Pitti Uomo is one of the world’s most important trade fairs in men’s fashion, which began as part of Pitti Immagine. Becoming a separate event in 1987, it is now the main event for the Italian company that works to promote the fashion industry and design. During its ninety-ninth edition, the fair presents the second edition of “Sustainable style” at Pitti Uomo.
Pitti Uomo and sustainability
The special project “Sustainable Style” focuses on sustainable innovations in men’s fashion presenting fifteen innovative brands, both Italian and foreign. These brands are unique examples of the combination of stylistic research, ethics, and a low environmental impact.
Curated by Giorgia Cantarini it follows the success of the first edition last June. The event focuses on brands and designers from all over the world, from Peru, South Korea, England, and Thailand as well as Italy, chosen for their ability to combine a unique and defined aesthetic with social and environmental responsibility. Always focused on making a quality product, with excellent production standards and based on the use of certified, recycled, and innovative hybrid fabrics.
Giorgia Cantarini says “There is no sustainability without style. This is the starting point of the project. We need to educate to subvert the idea that an ethical brand is not noteworthy. The eye is drawn to what it likes, so the design has to be impactful. I don’t think the world can change in a day, it does it one step at a time. Sustainability is the only way to not destroy our planet and our future. It is useless to ignore this fact. We start with responsible choices to produce something beautiful, worthwhile, that will last.”
Agostino Poletto, general manager of Pitti Immagine reiterates this link.
“We are inaugurating this second chapter of Sustainable Style with the desire and idea of stimulating a strong reflection on the near future of fashion. Sustainability and style are two concepts that now more than ever must go together. Sustainable Style is therefore a great opportunity. For the brands selected by us to make themselves known, but at the same time it serves as an incentive for those who today are at the center of the fashion scene and want to focus on the future.”
The brands
DNI, a duo specializing in knitwear, fighting waste, and supporting the Peruvian artisan community.
Luca Kemkes, from Amsterdam, recovers old fabrics for a romantic-nostalgic urban style.
Flavia La Rocca, a Bordeaux-based Italian and winner of the 2019 Green Carpet Fashion Award, works on a modular wardrobe in organic and recycled fabrics.
Ksenia Schnaider, Ukrainian, has been processing vintage denim and second-hand clothes from the Kiev market since 2011. In 2020 he launched his men’s collection.
KidsofBrokenFuture, from Milan, between certifications and workshops with activists, represents a sustainably committed streetwear brand.
Nous Etudions, men’s and women’s oversized minimalism. It also makes use of organic vegan materials, already counting a collaboration with Nike for a vegan sneaker.
Myar, Italian brand created by Andrea Rosso, which offers a military style obtained by reusing old clothes.
Philip Huang, from Thailand, combines in his work design and natural tye-dye techniques, typical of his culture.
Raeburn, from London, since 2009 his functional style has been a pioneer of outdoor fashion and remade with an urban look.
Reamerei, Italian, 100% regenerated or organic materials, fighting against the definition of gender.
S.S. Daley, British designer Steven Stokey-Daley plays with upcycling, explores traditions once again, and breaks down gender barriers.
Uniforme Paris, French, reflects on the concept of authenticity and durability of the men’s work uniform, making it chic.
Vitelli, knitwear made in Italy, with Venetian artisan production at kilometer zero using recycled yarns.
Yatay, Italian vegan sneakers, made with polymers extracted from corn and recycled rubber.
Young N Sang, from South Korea, uses a pop code and discarded materials for never-before-seen textures and accessories.
REDA x Sustainable Style
Within this project there is also the award “REDA x Sustainable Style”. Established during the first edition, the prize includes a collaboration between the winning designer and the company from Biella. The winner of this edition is Spencer Phipps, American designer, who will develop a capsule collection for REWOOLUTION, a brand of technical outdoor clothing.
Luca Martines, CEO of Reda Consumer tells:
“Spencer Phipps will create a capsule collection of 5 total pieces for a complete men’s look. The mini collection branded “Phipps International X Rewoolution” combines the designer’s great passion for mountains and outdoor activities with Rewoolution’s shapes. It also contains references to the style of the 1970s, drawing inspiration from Bob Fosse’s “All That Jazz” movie.”
BONOTTO x SUSTAINABLE STYLE
This edition also sees the beginning of a new collaboration with Bonotto. The Venetian textile company will select 5 talents to create a capsule with them. These collections will each have to present a complete look using certified fabrics produced by the textile company, part of the Zegna group. Creative director Giovanni Bonotto will announce the winners during Pitti Connect.
“Sustainability is an unknown. It is described in incorrect terms and often sought through processes that are not environmentally sustainable. Many confuse it with the price to be paid to ensure paradise (on earth). […]. I am proud to be part of this project, welcoming five Sustainable Style designers and creating together responsible fashion that looks to the future. A wardrobe with quality design and certified fabrics made to last.”
