‘I Go Out’ section a breath of fresh air at Pitti Uomo show

This season, ‘I Go Out’ is the must-see section at Pitti Uomo. The Florentine menswear show opened on Tuesday and the news quickly spread by word of mouth, attracting scores of visitors to the Sala Della Ronda, at one end of the Fortezza da Basso show venue, all of them curious to discover what ‘I Go Out’ was all about. As one of the exhibitors told us, “all the top buyers came by here today.”

The organisers decided to dedicate a whole section of the show to outdoor style, with a vision focusing strongly on the environment and ecology. They poured energy and resources into making it a truly distinctive area, a far cry from the usual, dullish trade show setting. It turned out to be a hit, thanks to the uber-natural atmosphere created by the Andrea Caputo Studio agency.

The venue seems immersed in nature, with a high ceiling and walls covered with huge pictures of forests, illuminated by soft, diffuse light. Genuine trees in large plant pots are scattered around the stands, which are furnished with wooden elements and with display racks, small tables and stools made from tree trunks. All of this makes for a very congenial atmosphere, encouraging visitors to take their time browsing through the products. In a corner, an eco-bistro with an array of fresh fruit on display adds the final touch.

“We were very pleasantly surprised. It’s cool in here, and the quality of the décor is very high. Top of the range! Besides, it chimes perfectly with the world of Nomadic State of Mind,” said Stéphane Périssé, who distributes the sandals brand founded 20 years ago by US designer Chris Anderson, renowned for its products made with recycled plastic.

A little further on, you come across 24Bottles, an Italian brand of charmingly decorated metal bottles, conceived to fight plastic pollution in the oceans. Among the apparel labels, pride of place goes to British designer Christopher Raeburn, a specialist in recycled clothing. The labels exhibiting at ‘I Go Out’ aren’t all necessarily ecological, but they are distinctive in their own way.

“They offer a range of cross-over solutions for outdoor living, with a fashion more than sportswear slant,” said the General Manager of Pitti Immagine, Agostino Poletto. The section hosts about thirty exhibitors in total, among them Woolrich Outdoor, French running shoes brand Hoka One One and quite a few Japanese labels, like South 2 West 8.

‘I Go Out’ section a breath of fresh air at Pitti Uomo show

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