pitti uomo athlovers
by Stephen Garner

pitti uomo athloversItalian men’s trade show Pitti Uomo is embracing the active movement taking over the market. Starting in January, Pitti will launch a new section called Athlovers, the new special project featuring athletic-minded collections. Produced in cooperation with Reda – the historic textile firm from Biella that is also making its Pitti Uomo debut – it will showcase collections presenting their innovative concept of athleisure. Each one will make one special garment using fabrics from the Reda Active line.

Participating brands in Athlovers are American brands Dyne and Isaora; Belgian brand 42.54; German brand Aeance; and Italian brand Gr1ps.

“With Athlovers we are launching a project with high innovative content and one that is totally new on the fashion fair scenario,” said Agostino Poletto, general manager of Pitti Immagine. “We conceived of it thinking of the most fashion-forward e-shops and concept stores. It is a real co-lab dedicated to athleisure, one of the fastest growing market segments today and with great growth forecasts for the future. Athlovers will generate an interesting link among five, international premium activewear collections and an outstanding partner, Reda, combining technical know-how and advanced design research. And this cooperation will give rise to an ideal capsule collection that will make its exclusive debut during the fair”.

“For us, at Reda, it is a privilege to be part of this project,” added Ercole Botto Poala, CEO of Reda. “We are convinced that the physical and emotional experiences generated by the interaction between our company and the participating brands will fascinate all the visitors. Initially developed for sports, the fabrics in our Active line are the perfect link between athlovers and high tech, and they highlight the marvelous possibilities that wool offers people and their passions. Behind it all, there is precise design research that reflects the manufacturing skills, quality, and sustainability of a wool mill that has been dedicated to every aspect of production for over 150 years.”

The next edition of Pitti Uomo will take place January 9-12, 2018 in Florence.