PITTI 101: Fashion is back!

Jan 19, 2022

An encouraging kickstart of the year and a sign of a re-start for the world of fashion with the signature mark of sustainability.

This month, from January 11th to 13th, at Fortezza da Basso in Florence, Italy, the first successful international fashion event of 2022 on our calendar took place: Pitti Immagine Uomo 101.

Despite the restrictions due to pandemics and the defection of a few first-rate names, the exhibit hosted 540 brands, counting almost 5 thousand Italian and international buyers over a total number of around 8000 visitors coming from European countries, but also from Turkey, the USA, and Russia.

A crowded event that is an encouraging kickstart of the year and a sign of a re-start for the world of fashion.

Angelica De Vito

Partner of Between Research and CEO, attended the event. BETWEEN RESEARCH has been following the PITTI UOMO for more than 20 years.

Sustainable Style

Sustainability and innovation have found more and more space thanks to the growing importance of the project embedded in the Pitti Immagine exhibit: S|Style Sustainable Style.

The project, hosted in the Central Pavilion and curated by the fashion journalist Giorgia Cantarini, selects and brings together 10 international brands - mixing young and well-known designers - that look at the future and produce following eco-responsible criteria.

BETWEEN has been providing sustainability-related consultancy services to the fashion industry in Europe for a long time, and many of the brands and designers featured in this exhibition already established close ties with us.

In 2020, Between launched the BETWEEN CONSCIOUS PROGRAM platform, following the thread of fashion sustainability and always sharing sustainable fashion informative content: we were therefore very happy to witness the latest developments on sustainable fashion showcased during Pitti 101.

Curious Grid

This is an upcycling brand specialized in upcycling denim by using innovative and environmentally friendly washing and dyeing techniques. The unique style is delivered by the designer Sheetal Shah, who mixes her Indian roots with European style influences. She was selected for the [Fab Five] project in 2021 - WE ARE MADE ITALY, the Italian edition of VOGUE featuring the full series of stories and video clips [Good Morning VOGUE] (televised by VOGUE USA).

Angelica De Vito with Sheetal Shah

Sheetal Shah has already become one of the most popular emerging designers in the industry. BETWEEN is proud and very happy to bring the latest news and the hottest fashion talents from Europe to China:  that’s why as a friend of BETWEEN, Sheetal's work will be exhibited at Shanghai Fashion Week in April this year as project cooperation with local Chinese brands. Stay tuned!

Figure Decorative

Brings handcrafted Tuscan clogs made of leather and deadstock materials to the enthusiasts of streetwear.

JUNK

Makes Econyl glasses with plastics collected in the oceans.

Ksenia Schnaider

Disassembles and reassembles patchwork of sweatshirts, cardigans, and denim for the Eastern European look so loved by the Hadid sisters.

Maxime

Reinvents the classic suit in a thousand ways with discontinued fabrics.

N Palmer

Regenerated pieces and vintage fabrics for an explosion of prints and colors towards the boundaries of genderless, with a tailoring imprint, created by a designer who was trained by Ralph Lauren and Coach.

Philip Huang

Preserves the Thai traditions of Tye and dye by dyeing his urban garments with natural and non-chemical dyes.

Provincia

Designer Serena Novello focuses on the a-gender with suits between formal and workwear. By experiences in the ateliers of Schiaparelli and Margiela, their products are not only striking with their stunningly creative designs, but also with the construction of garments that boast exquisite haute couture.

Umoja

Minimal sneakers and certified organic materials, for a vibe with African roots and a contemporary destination.

Waste Yarn Project

The patchwork of the shirt made with recycled yarns and knits is the result of years of experience in maison such as Burberry and Pringle of Scotland.

ARTHUR ARBESSER X BALDININI

PITTI 101 was also the chance to unveil the capsule collection between Arthur Arbesser and Baldinini. The exhibition is an homage to the brand’s over a hundred years old heritage, adding a contemporary twist with abstract prints’ patterns.

Arthur founded his eponymous brand in 2015 and was a successful finalist in the LVMH Award in the same year. Not only has his brand expanded over the years, but he himself has taken on the role of creative director for some top-tier brands， like Fay under TOD's Group.

Arthur has had a deep friendship with BETWEEN for many years: in fact, he is one of the participants on a cooperative project with some Chinese companies that we are going to unveil during the next Shanghai Fashion Week. If you, too, can’t wait to see the impact of his designs on the Chinese market, stay tuned!

Creative by Nature

A special space in Pitti 101’s framework was reserved for Made in Italy artisans with a keen eye for sustainability. It was called Creative by Nature, and even the location was unique since the selected fashion makers and their work were hosted in Florence’s Botanical Garden.

The special event was organised by the magazine Manintown and curated by the editor-in-chief Federico Poletti with the intent of matching a push to Italian traditional craftmanship and young ideas to create responsible start-ups.

Among them all highlight on Sabelle Atelier: a brand focused on the fundamental value of reuse: creativity and folkloristic embroideries are the keys to giving new life to second-hand furs.

The Real Man Project

At Pitti 101 the new season of menswear probably found its highlight in "The Real Men Project" exhibition. The initiative brought together the contribution from newsrooms from all the editions of the popular fashion magazine around the world.

The concept of this project is to show how the common men living in big cities (Milan, Berlin, London, Madrid, New York, Mexico City, Dubay, Moscow, and Singapore) express their authenticity and style every day.

The appealing outcome is a set of beautiful photoshoots printed and exposed on big panels, while it was already published on paper across 9 countries.

"Save the duck" 10th birthday

We were impressed by the beautiful stand by an Italian 100% animal-free company: Save the Duck. A strong sustainable footprint and an ambitious incremental mission.

As Between we are happy to count them in the list of satisfied clients, after selecting together two members of their staff.

In fact, on top of their B-Corp certification, they commit to donating every year 1% of their incomes to support charity initiatives that protect animals, people and the environment.

In 2022 they become 10 years old, and the ability to stick to their strict standards during the latest years is an encouraging message for ethical fashion.

If you want to seek more cooperation opportunities, contact us!

BETWEEN can assist you to establish links and will become your best partner on the road of future development!

“Let’s make a difference! Together”

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