Pitti Preview // Menswear in focus
#32
Dear readers,
are we asking the right questions? This industry is so in love with the new that we always ask the same question: What’s new? What new things do we expect at Pitti Uomo – but most importantly: from what motivation? Why always revolution, never evolution? Why always a new model, never a facelift?
Many currently successful menswear brands have bid farewell to the novelty drug. Their quality lies in consistency and persistence; they shape a style rather than set trends. This may seem boring to us journalists, buyers, and store owners.
But does the consumer truly come with the desire to discover a completely new brand with completely new pieces when he asks for something new? And yes, he does ask this question! But is it not worthwhile to ask what the qualities of the new should be?
Thesis: Often, this question actually means: What new things do you have from a brand I already know and trust? "A Porsche 911 has changed significantly over the last 60 years, but it has always remained unmistakable," says Jonas Berg, CSO of the Danish brand NN07. Only a few in fashion can fascinate so long-term. The search for these brands is worthwhile! In Florence, in Milan, in Paris – and just as much at home!
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The Norwegian brand Scandinavian Edition is known for jackets with minimalist design and maximum functionality. Founder and Creative Director Eystein Wang is increasingly developing cross-seasonal hybrid models, establishing a NOS (Never Out of Stock) program for bestsellers, and focusing on the distinctiveness of the women's collection. Learn more.
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