FLORENCE — Pitti Uomo, one of the world’s premier menswear showcases, is in full swing this week (17–20 June), drawing buyers and brands from across the globe to view spring-summer 2026 collections, with denim playing a prominent role.
Among the 740 brands exhibiting, Rag & Bone has returned for a third consecutive season, hosting a Denim Lab at its stand. The New York label is offering visitors hands-on sessions on denim materials, processes, and fits. Guess, Rag & Bone’s parent company, is also present, following its relaunch of Guess Jeans during the January 2024 edition of the show.
Bangladesh-based Pioneer Denim is making waves with a new collection co-designed by denim icon Adriano Goldschmied, featuring garments finished using Soko’s Hydrogel technology. According to Pioneer’s Luca Braschi, the innovation allows a full wash and bleach process using just four litres of water per piece—far below the industry’s standard of 30 litres or more. Soko highlighted the technology at a special event during the fair.
Pioneer is also collaborating with Italian brands Oceano Oltreluce, Pianegonda, and Sturlini Firenze on garments made with African cotton. Part of the proceeds from these collections will support AMREF, the NGO providing healthcare services across Africa.
Other denim names on display include Replay, Tramarossa, and Nordic Denim, reflecting denim’s growing role in the luxury menswear space.
“Pitti Uomo is a mirror of the international fashion world, where creativity and professionalism meet to turn today’s challenges into opportunities,” said Raffaello Napoleone, CEO of Pitti Immagine. “This edition’s energy will inspire new paths for business growth.
