Pitti Uomo opened its gates again last week, for what will probably remembered as the “back to normal” event. We were there again, enjoying the general mood of a regained confidence, and although it may be difficult to identify the main branding trends in this tumultuous lifestyle brands container, we spotted some cases which worth a mention.

Sustainability is of course the main trend, with Ecoalf as the most visible ambassador, but many other collaboration cases, like Timberland, where Christopher Raeburn, now resident creative director, can impart his care for recylcing and experimenting new materials and processes, or the Italian bags and travel specialist Piquadro, launching a cobranded capsule with ACBC, the growing sustainable sneaker brand renown for its collaborations with fashion labels.

The care for the enviroment plays also a storytelling role in other collaborations. Fessura, the avantgarde sneaker brand, launching a special edition range featuring patented materials, inspired to the new FIAT 500e, the electric version of the styilish Stellantis city car.

The same attention for the future generation is one of the ingredient of North Sails with Maserati story (which deserves a special feature we will post in some days).  Speaking about automotive brands, they seem to be an interesting feature, at least under a licensing perspective, for many brands: paralleling these two collaborations, Refrigiwear played its Ducati capsule collection as the main focus of its stand.

Remembering the good old days is the other inspiration, found at the Italian premium denim brand Roy Rogers, celebrating its 60th anniversary with replicas of old items, divided by decades; the same nostalgic flair is paralleled by the relaunch by Basic Net of Robe di Kappa label after 40 years, in a preppy contemporary nostalgia mood.

MC2 Saint Barth, aside from the food and beverage divertissements, revives the Flowers’ Power aesthetics of the 60s, while the Italian licensee IDC relaunch the Jet Set of the 50s with a full range of Pan Am apparel, swimwear, bags and travel goods.

Other licensed gems were spotted at Antony Morato, with a Pac – Man and a Back to the Future quote on limited editions t-shirts for next summer, and an interesting Peanuts Peace and Love collection by In the Box.

A collection of picture is available for anybody interested: just ask them via email at brandjam@brandjam.it with “Reportage Pitti Uomo June 22” subject.