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Style, innovation & equality

10 new launches you should discover at Pitti Uomo

And the complete list with all the Nordic brands exhibiting at the world’s leading menswear event.


Global Danes After only two years running, Rue De Tokyo have come out from the home base in Copenhagen to Lane Crawford (Hong Kong and Shanghai), Isetan (Tokyo), Illum (Copenhagen) and several more of the finest premium retailers in the world. Founder David Andersson Sahlin uses natural, organic materials and some of the world’s coolest textiles. He combines the Japanese attention to detail and quest for perfection with the French commitment to craftsmanship and respect for the arts. This Fall sees the launch of the brand new high-end outer-wear programme.

Location: Scandinavian Manifesto, 63

Playful boots Gothenburg-based shoe brand Project TWLV’s new Balmoral boot model Play is constructed using Blake Rapid stitching and is inspired by the great outdoors, but should be worn as contemporary boots for the city. It comes with what co-founder Henrik Hobik describes as ”the best speed lacing system I have ever seen!”. Wrapping the top of the boots laces around your index fingers to experience the efficiency of Play’s “Easy Roller” lacing system, with a quick updraw motion all the eye-lets zip tightly together on the boot and you secure the excess lace in a big double knot. Easy Roller’s secret lies in the small ball bearing found in each eyelet. Surprisingly, there is only a handful of brands that use this lacing technology and they are normally used for tactical combat boots.

Location: Futuro Maschile, 38

Premium underwear on subscription? In a few weeks, you’re able to sign up for Swedish underwear label CDLP’s subscription service, where it’s up to you how and when you want a refill of your briefs and socks.

Their 9-pack underwear and 10-pack socks will soon be available at NK, Mr Porter, and Matchesfashion, before the launch of a pyjamas and a men’s robe. This spring, their special swimwear line together with Grand Hotel Tremezzo right next to Lake Como in Italy, will also drop. The campaign will be shot by well-renowned photographer Jonas Unger.

CDLP is available at a bunch of the world’s leading fashion retailers, including Barneys New York, Mr Porter, Selfridges, Matchesfashion, Bergdorf Goodman, Illum, Brown Thomas, NK, and Totokaelo.

Location: Touch, E/9

A new Schnayderman Progressive shirt brand Schnayderman’s has experienced huge global success in only a few years. This fall, they let the shirt remain as their main product, adding more styles to the offering. However, the new drop also includes a knitwear programme with sweatshirts, trousers, and coats. All in all, the collection is now almost a full look — with the same attention both to fabrics and details.

Location: Scandinavian Manifesto, 63

Eton expands Patterns and colour palettes in Swedish brand Eton’s FW19 col-lection Horizons pays homage to the aesthetics of ancient Egypt. This is their widest one to date when it comes to variety in styles for different occasions. Along with their tech fabrics, crease-resistant and natural stretch in 100% cotton, new sustainable materials such as the tencel, modal, and yak wool blend are becoming staples. They’re also expanding into over shirts inspired by classic sports jackets and a luxurious beanie made of 100 % Italian wool.

Finland’s finest Artistic Finnish brand Frenn has experienced a hectic year, being featured in Monocle, Vogue Italy, L’Officiel Homme, ID, and more. They now follow up a successful collab capsule with artist Stig Baumgartner by teaming up with print designer Iiro A Ahokas for a new print collaboration. The Fall/Winter -19 main collection is more relaxed than before, yet stylish, and color-coordinated with the mentioned capsule.

Swedish steamer success join Mr Porter in a special release After Steamery Stockholm sold more than 65,000 steamers last year, Mr Porter approached the startup. The result: a Cirrus 2 in navy blue.

– It feels, of course, fantastic to have Mr Porter as our reseller. It is amazing to see that our products have become part of their clothing care offering. Also, you can say that Mr Porter has, in some ways, pushed for our globalization and launch in the US since they have wanted to work with us on several markets ever since the beginning of our collaboration, says Founder Frej Lewenhaupt, continuing,

– Working closely together with them has also been important for us in terms of product development. The birth of the blue steamer happened very organically. Mr Porter wanted to offer their customers an additional color to our black steamer. We went to work on that and came up with a lot of suggestions. They absolutely loved the blue color so we decided to go for that one.

Location: Pop up stores, G4

Live your life! Danish forét is all about inspiring the everyday person to slow down, go offline and explore our nature in a great Scandinavian manner. Using their eye for detail, high-quality fabrics and design simplicity in Earth tones they always include a touch of playfulness. For Fall/Winter -19, they add more knitwear and pants and a new field jacket to their strong jersey and shirting offering.

Location: Scandinavian Manifesto, 63

Jacket designed to be worn and loved for many years Stockholm-based sustainable lifestyle brand DEDICATED is gearing up for expansion with some great Fall/Winter -19 news. After extensive research, they present The Recycled Puffer Jacket, a series of reversible jackets with one side printed with all-over designs and the other in a solid color. They are produced in 100% GRS certified fabrics and the insulation from Fellex won ISPO product of the year in 2018.

Location: I Play, 51

Bags designed for a life on the go Originally launched in 2017, the multi-award-winning Thule Subterra travel collection range ensures you arrive at your destination effortlessly and in style. At Pitti Uomo, they introduce the Carry On Spinner, the Spinner 63cm and Thule Subterra Boarding Bag as well as a range of convenient Thule Subterra travel accessories. On show at Pitti will also be Thule Revolve, the company’s first hardside luggage collection, which rolls out to consumers across the globe from February. Thule Revolve features an innovative eight-wheel system for easy navigation, has a durable construction and is designed for life on the go.

Where to find the Nordic brands? Here!

DENMARK Andersen-Andersen: L’altro Uomo, 130 Anerkjendt: Urban Panorama, 14 Colourful Standard: L’altro Uomo, 144 Forét: Scandinavian Manifesto, 63 Garment Project: Scandinavian Manifesto, 63 Hansen: Touch, D/9 Henrik Vibskov: Scandinavian Manifesto, 63 Hummel: My Factory, 15 Mfpen: Scandinavian Manifesto, 63 Mismo: Futuro Maschile, 32 Newline Halo: Scandinavian Manifesto, 63 Norse Projects: Scandinavian Manifesto, 63 Royal Republiq: Touch, E/5 Rue De Tokyo: Scandinavian Manifesto, 63 Sand Menswear: Padiglione Centrale, B/6–C/3 Tonsure: Scandinavian Manifesto, 63 Unridden: Scandinavian Manifesto, 63

NORWAY Holzweiler: Scandinavian Manifesto, 63 Kjøre Project: L’altro Uomo, 9 Norweigan Rain: Costruzioni Lorenesi, 14 Serac: I Go Out, 12 Swims: Futuro Maschile, 39 T-Michael: Costruzioni Lorenesi, 14 UBR: Padiglione Centrale, A/6–B/11 Varsity: Futuro Maschile

FINLAND Frenn: L’altro Uomo, 141 Karhu: I Play, 40 Makia: I Play, 45 Saint Vacant: L’altro Uomo, 131

SWEDEN C.O.F Studio: L’altro Uomo, 125 Cavaliere: Padiglione Centrale, 56 CDLP: Touch, E/9 Dedicated Brand: I Play, 51 Elvine: Urban Panorama, 9 Eton: Padiglione Centrale, S/12—14 Hestra: Padiglione Centrale, O/14 Hope: Scandinavian Manifesto, 63 Indigofera: Scandinavian Manifesto, 63 Klättermusen: Scandinavian Manifesto, 63 Limitato: Unconventional, 13 Manér: L’altro Uomo Mucker: Scandinavian Manifesto, 63 Neuw: Urban Panorama, A/7 Oscar Jacobson: Costruzioni Lorenesi, 5 Peak Performance: I Play, 5 Project TWLV: Futuro Maschile, 38 Sandqvist: L’altro Uomo, 110 Schnayderman’s: Scandinavian Manifesto, 63 Steamery Stockholm: Pop up stores, G/4 Stenströms: Padiglione Centrale, B/12 Stutterheim: Futuro Maschile, 7 Thule: Padiglione Centrale, H/12 Tiger of Sweden: Cortile Lorenesi, 2 Tretorn: I Play, 48 Vagabond Shoemakers: Urban Panorama, 6 Whyred: Scandinavian Manifesto, 63