Representing denim at Pitti Uomo
One of the highlights of the fashion calendars, menswear show Pitti Uomo is under way in Florence (June 17 to 20), with several denim brands and initiatives showcasing their spring-summer 2026 collections and collaborations.
Buyers from key global markets are expected, including representatives from major department stores, retailers and independent boutiques, viewing the collections of 740 brands.
Rag & Bone returns to Pitti Uomo for the third consecutive season. The New York-based brand is hosting a Denim Lab on its stand, teaching visitors about materials, processes and styles. Its owner, Guess, is also in Florence; the parent company chose the January 2024 edition to relaunch Guess Jeans.
Bangladesh-based mill Pioneer Denim is showing a collection designed by Adriano Goldschmied and developed with Soko’s Hydrogel. “With Hydrogel, a complete wash, from raw garment to bleaching, can be done in a single gel bath using just four litres of water per piece, compared to the usual 30+,” Luca Braschi, technology and marketing lead for the company, has told Inside Denim. Soko hosted a special event last night to showcase the collection and demonstrate its products.
Pioneer has also supplied fabric made with African cotton to three Italian brands, Oceano Oltreluce, Pianegonda and Sturlini Firenze, as part of an initiative to support AMREF. A percentage of the profits from these lines will be donated to the NGO, which provides healthcare services in Africa.
Other denim brands at the show include Replay (pictured), Tramarossa and Nordic Denim.
Raffaello Napoleone, CEO of Pitti Immagine, said: “Pitti Uomo is a true reflection of what’s happening on the international fashion scene. It’s this unique concentration of creativity and professionalism that gives each edition the energy to turn challenges into opportunities for growth. Four days of dialogue and connection will be an extraordinary catalyst to strengthen business and explore new avenues of development - especially in times that are far from easy.”
Photo credit: Pitti Uomo
