Denim brands will make their mark at Pitti Immagine Uomo this week.
Denim heads visiting the the Florence men’s trade show will get their first look at Guess Jeans, a new denim brand led by Nicolai Marciano, the son of co-founder Paul Marciano. Announced in the company’s Q3 earning call, the brand is Guess Inc.’s attempt to engage Gen Z consumers, expand its use of sustainable components and denim finishing technologies and address the business casual movement head on. A fleet of Guess Jeans stores inspired by the company’s Californian roots is in the works.
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Guess will fete the launch at Pitti with a special exhibition.
Transnomadica founder Maurizio Donadi will present an installation inside the show’s Vintage Hub Circular Fashion space. The installation reflects on themes like archives cultural and the “stylistic value, innovative upcycling, and the artistic transformation of used items.”
“Over time, the definition of vintage has transformed into a style element, inspiring marketing strategies, sustainable initiatives, archives, and specialized stores,” said Donadi, a renowned vintage and denim guru. “My project at Pitti Uomo aims to explore this definition, presenting five looks created by combining different styles daily.”
Described as a “creative proposal,” the five looks built on mix-and-match garments from upcycling companies also include vintage pieces and fabrics.
Donadi, who has designed upcycled collections for Dockers and the footwear collective Proto, previously tapped into his vast archives for installations at Project New York and Project Las Vegas.
G-Star Raw is touching down at Pitti once again.
The Dutch brand will present its Fall/Winter 2024 collection against the backdrop of a 13-meter private jet made from its own denim waste. The jet was created by Dutch artist and designer Maarten Baas for “More or Less,” a 2023 Milan Design Week exhibition.
The collection focuses on soft-touch denim technologies that preserve durability and authenticity.
