Count Faherty as the latest American brand to set its sights on Pitti Uomo.
The New York-based label said it plans to show at the trade show for the first time later this month. Pitti is slated for its four-day run in Florence, Italy, on June 17 to 20.
The move is part of the company’s plan to expand into the European market. In the U.S., Faherty operates 78 stores and has a robust wholesale business.
Faherty was founded in 2013 by twin brothers Alex and Mike Faherty as a sustainably sourced East Coast-skewed men’s sportswear collection that offered an alternative to the brightly colored California surf brands.
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At Pitti Uomo, Faherty will show its Island Haberdashery Collection for spring. The collection was inspired by creative director Mike Faherty’s background in American heritage tailoring and years of summering in Biarritz, France. It offers a fresh take on classic beach culture with elevated tailoring, heirloom-quality knitwear and natural dyed organic indigo pieces in lightweight fabrics.
The booth will replicate the Sun + Waves Surf Shop concept that pays homage to 1960s American surf culture.
“Expanding into the European market is our next step in our business growth,” said Alex Faherty, chief executive officer. “Faherty is already in Spain — we sell at El Corte Ingles and Liverpool. And now we’re ready to introduce our brand to the rest of Europe. Pitti Uomo is one of the most influential men’s fashion trade shows in the world — and the perfect place to showcase our Island Haberdashery Collection.”