STARTING TODAY: PITTI IMMAGINE UOMO #81

If you’d like to expand your knowledge on the world of menswear, a good place to start is by simply familiarizing yourself with the industry calendar. There are key dates throughout the year that shape and define the fashion landscape and one of the biggest, and perhaps most prestigious, begins today, January 10th, 2012 in Florence, Italy: Pitti Immagine Uomo. Uomo = Men’s, #81 – the 81st showing of the impressive retail trade show. Although calling it a trade show doesn’t really do Pitti justice – it’s more of a finely-tuned art exhibit than a jumble of overzealous brands and tacky booths. For three days Florence will be taken over by hopeful international buyers looking for the next big thing, savvy editors viewing collections all in one place, and the pushy new kids on the block: fashion bloggers and street style photographers snapping everything in sight. This last group, despite their low place on the fashion food chain, is largely responsible for adding serious buzz and a renewed energy to Pitti. Just a decade ago the fair largely consisted of a dusty and expensive collection of older brands and was considered a complete afterthought to the glitzy Milan fashion shows that follow soon after. Pitti is now an essential experience for bloggers and certainly editors, who’s attendance at the fair provides credibility and cache. Living it and not just writing about it.

Here’s what you can do to get a feel for the show: Check out Pitti’s beautiful and comprehensive website and spend some time scrolling through the various images, event listing and press releases. There is also a full list of brand exhibitors and it’s a diverse group, from high-end Brunello Cucinelli to functional outdoor apparel company Canada Goose and everything in between: Adam Kimmel for Carhartt USA, Mason’s, Mark McNairy New Amsterdam, etc. One of the more interesting elements of the show is the “It’s Graphics Now! The Words of the Future” presentation that features 14 young graphic designers who express their views of the future through one word that they have translated into a visual sign.