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Editor’s letter

Reinventing ourselves for Pitti Uomo 94

The editor is excited about next week’s menswear event in Stockholm, open to all, and our special newsprint edition of Scandinavian MAN premiering during Pitti Uomo in June. 

Words Konrad Olsson

This week, the Scandinavian MAN team is occupied with two major events in the near future. First, we are hosting a menswear and grooming evening together with our friends Björn Axén in our pop-up shop in The Lobby. This happens next week on May 17, and the evening will offer drinks, discounts, and a special exhibition of moving fashion photography that we are very excited about. If you’re in town and are interested to join, e-mail to secure a place on the list. 

Secondly, we are in intense production of a special activation during this summer’s Pitti Uomo 94. Next week we will officially announce our plans for a programming event in collaboration with the Pitti organization, with the working title “In search for the new masculinity”. Over the course of five live conversations, led by yours truly, we will explore themes such as The Future of Retail, The Menswear Revolution, How E-commerce is Leading the Way, and Masculinity in the Metoo Era.  Be sure to meet some of the industry’s leading figures on these panels. 

But the content collaboration with Pitti doesn’t end there. We are also working on a project that many of us feel is the most exciting new product from Scandinavian MAN since the launch of our biannual magazine. The Scandinavian MAN Pitti Uomo Edition is a special 44 page newsprint edition, that we have developed together with our friends at Arctic Paper and GöteborgsTryckeriet. This portable and handy print format is perfectly suited for the hustle and bustle of the trade show, and will feature interviews and stories with some of Pitti’s most interesting personalities and brands, naturally with a special focus on the many exhibitors from Sweden, Denmark, Norway, and Finland. 

If you are interested in getting featured in the Scandinavian MAN Pitti Uomo Edition, of have thoughts on our Programming themes, don’t hesitate to drop me a note on 

See you in Florence!

May 10, 2018

Pitti Uomo 94 talets place in Florence, Italy, on June 12—15.