Reportage Pitti Uomo: collabs and brand extension

Pitti Uomo, the most important menswear business platform, confirms itself as the most interesting container of the general trends in lifestyle branding: each edition is a picture rich of details to our eyes of watchers of brand innovation.

It is a pleasure to share with our readers the most interesting branding vibes we spotted, and as usual, it is difficult name some cases more deserving a note than others.

For sure the muscular display of CR7 licensed range of apparel and shoes (Groupe Royer) is one of the most evident brand extension showcases, demonstrating the evolution of Ronaldo from football celebrity to brand, and the momentum this trend is getting.

National Geographic leverages on its iconographic power to add a green touch to brands, either though cobranded collaborations like with Element (for the second season,) or simply licensing its imagery and brand for branded anges (with GBG / Sicem).

Collaborations are everywhere; the most visible is John Varvatos celebration of Led Zeppelin, and interesting enough, Nigel Cabourn is featuring both with a collab with Swedish brand Tretorn and with one with Henry Lloyd.

A brand like Borsalino, on the other side, quotes the art deco aesthetics of the Arts and Crafts Movement without recurring to any official collaboration, investing with the art deco touch also the 3rd season of “The Bogart” edition.

But the whole gallery definitely feeds the readers with the big picture.

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About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.