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.
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.