Reportage: Pitti Uomo January 2020

Pitti Uomo, whose last January 2020 edition showcased the menswear collections we will find on the global shelves in the winter season this year, confirms itself as the reference platform to understand the growing trends in the lifestyle branding.

Our picture gallery speaks for itself, but in a nutshell, here are some of the major ideas we took home.

Sustainability and consciousness finally pervades most of the brands, with a number of brands communicating specifically how they tackle the environmental issue with their supply chain.
Among those, Paul and Shark and Piquadro are the most evident, but collaborations and communication activations focused on how to preserve the environment, and how to recycle and reuse are reiterated.

Then, as you can see from the gallery, motors, sports and rock are the three most used creative routes at different brands, with different executions.

Along with the launch of Lamborghini range by Swinger that we featured in our previous article last week, F1 as a brand and an iconography container is the great inspiration for 8Js, launching the Livefast total look collection. Deus Ex Machina adds the four wheels to its recipe with a collaboration with the Japanese Naito Auto Engineering Co.. Besides, CR7 underwear and apparel range is now a staple for buyers lining up again for the fourth time since the range has been launched, while rock groups AC/DC, Queen, Stones are the hits at CAA-GBG and MC2 Saint Barth.

A special mention for the brand extension project: Sebago, now under Basic Net full control, launches a rich range of outdoor inspired apparel.

Don’t miss our gallery below

About Paolo Lucci

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