Fashion Show or Lifestyle- Pitti Uomo 2018

Colorful and Trendy, the people of Pitti on a mission to save our planet.

It is that time of the year again when we keenly observe and enjoy the appearance of those colorful and trendy people- Pitti People. Pitti Fashion Week is one of the most waited fashion shows around Florence and not only. It aims for a mixture that is increasingly oriented towards research and selection: featuring “new ins” and long time well-known brands for the Pitti world. Boasting also newly emerging talents – the focus is so intense that it sure reaches the boiling point during those couple of days.The show is not only a visual treat but an important scene showcasing the newest digital trends in the industry.


Here are a couple of our picks from  Pitti Immagine Uomo – Winter 2018.

Pepe Jeans with their Wiser Wash ecological protocol and Russian pin brand-



1. Green Planet = Happy People or how Wiser Wash by Pepe Jeans is on a mission to save our Planet 🙂

Pepe Jeans London has chosen Pitti Uomo to present the Pepe Jeans X Wiser Wash collection.
The London-based company has decided to launch an ecological protocol that not only defines the standard in denim design, but also in the echo -technology.


In detail, Wiser Wash is a process that eliminates the use of pumice stone and toxic chemicals used in traditional washing, keeping intact the details of denim, such as contrasts, tears or vintage effect. The complete discoloration is then achieved without the need for corrosive chemicals, using less than a glass of water, which in turn is recycled, limiting the great waste.


“It’s not just a single collection or a special edition, it’s a new way of life, a real step-by-step transformation of our brand and the entire industry, and we’ll continue to work towards becoming 100 percent ecologically sound. The launch of this new process represents a step in the right direction “.


Pepe Jeans London has long understood the importance of sustainability in the production process of denim garments. Dedicating every effort to pay particular attention to ecology for an increasingly “green” future of the denim ” shows the Eco-consciousness of the company.

*** Images by © T. Raycheva, Pitti Uomo, 2018


2. Florence- the new pin inspiration is a Russian lifestyle accessories brand producing lapel pins dedicated to art, landmarks, outstanding phenomena and events. Their newest collection features some of the most well-known Florentine landmarks.

They say: “We are not just a factory: we sell stories behind every single pin, we turn the most significant symbols and phenomenons into small, cozy and trendy icons.”


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