Our World

In the Press: Pitti Uomo Coverage in Drapers

MUSTO exhibited at the biannual menswear exhibition Pitti Uomo in Italy for the first time this year, showcasing our upcoming men’s collections with more of a fashion focus.  We were very pleased with the response and our inclusion in fashion industry magazine Drapers as part of their review and top picks from the show:


‘The Florentine menswear show kicked off the autumn 11 buying season with some great outerwear and knitwear

Words Ana Santi

If the fashion industry needed proof that brands and buyers alike are working hard to find exciting product with which to woo the consumer, menswear show Pitti Uomo in Florence was it.

The autumn 11 edition was one of the busiest Drapers can remember in recent years, and both exhibitors and visitors were pleased with their experiences.

So strong was the product offering, from both commercial and directional, artisan-led labels, that one UK buyer said Pitti had become more important to his buy than young fashion trade fair Bread & Butter in Berlin.  Indeed, exhibitors said they had seen more UK buyers at the show than a year ago.

Although prices across a significant proportion of brands at Pitti had increased (anecdotally, this ranged from rises between 10% and 30%) due to rising costs of manufacturing and raw materials, buyers said the hike was justified due to the attention to detail and quality fabrications within the collections.

This mostly played out across outerwear and knitwear, two standout menswear categories for next season.  The former was mainly comprised of utility jackets that married form with function, with brands serving up hunting, fishing and even “cameraman” jackets (as seen at Nigel Cabourn).

Knitwear was predominantly chunky, and ranged from Fair Isle and intarsias to Argyle and simple patterns.  Here, the fabrications on offer were vast and of high quality, featuring virgin wool, felted wool, and mixes including cashmere and cotton, cashmere and wool, and wool and linen to name a few.  On outerwear it was tweed that stood out, with most brands embracing it on jackets, blazers, gilets and linings.

Perhaps as a result of three successive, bitterly cold winters, layering was also key at Pitti for autumn 11, as brands placed jackets over blazers, over sweatshirts, over shirts.  It could also be a canny technique for driving multiple sales.’


Brands at Pitti Uomo delivered stellar outwear collections, from wool-mix coats and blazers to function-led utility jackets.  The latter stood out, as brands served up fishing, hunting and cameraman jackets in canvas, waxed cottons and melton.  Corduroy, fleece or checked linings, tweed panels, elasticated waists and net pockets were added.  Colours were mostly dark, with splashes of red, orange or royal blue.’


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