Ones to Watch: Scan­di­na­vian Man­i­festo

SEV­EN­TEEN NORDIC BRANDS, IN­CLUD­ING FORéT, FILIPPA K AND NORSE PROJECTS, WILL PRESENT IN THE ARENA STROZZI AREA AT PITTI UOMO.

WWD Digital Daily - - News - BY KATYA FORE­MAN

PITTI UOMO is in for some Scandi-cool fever with 17 Nordic brands set to par­tic­i­pate in the ninth edi­tion of the Guest Na­tion sec­tion of the Flo­rence-based men's wear trade show. The space is lo­cated in the Arena Strozzi at the site's Fortezza da Basso.

The selec­tion, made in col­lab­o­ra­tion with Dan­ish trade show Re­volver, spans fledg­ling brands such as Forét, a uni­sex la­bel work­ing pri­mar­ily with or­ganic cot­ton; Ton­sure, founded by buzzy tal­ent

Malte Flagstad, and sus­tain­able denim la­bel Blanche, as well as estab­lished play­ers like Norse Projects, Hope and Filippa K.

Chris­tian Mai­bom, founder and creative di­rec­tor of Re­volver, said the selec­tion was based on the brands' em­pha­sis on fac­tors in­clud­ing qual­ity, de­sign sig­na­ture and sus­tain­abil­ity. “At the same time, we be­lieve that this selec­tion strongly rep­re­sents the span of Scan­di­na­vian de­signer-driven men's wear fash­ion,” he said.

For Lapo Cianchi, di­rec­tor of com­mu­ni­ca­tion and spe­cial events at Pitti Im­mag­ine, the lineup demon­strates “how Scan­di­na­vian fash­ion boasts some of the main fac­tors of suc­cess for for­ward-look­ing re­search.” He cited the re­gion's sim­plic­ity of de­sign, a mod­ern-yet-time­less at­ti­tude, at­ten­tion to qual­ity and a fo­cus on sus­tain­abil­ity through­out the pro­duc­tion chain. “And then the im­por­tance given to fea­tures such as com­fort and func­tion­al­ity makes these col­lec­tions ex­tremely top­i­cal to­day,” he said.

Here, WWD pro­files a selec­tion of the brands due to show in the space.

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