At Pitti Uomo 110, outdoor and sportswear once again confirmed their status as two of the most compelling areas of contemporary menswear. No longer defined solely by performance and functionality, these categories continue to evolve through new interpretations ranging from material innovation and heritage to urban culture and creative experimentation.
The collections on display portrayed a dynamic man in search of versatile and comfortable garments without sacrificing identity or style. A multifaceted landscape that highlights how the boundaries between technical apparel, lifestyle, and design are becoming increasingly fluid.
Jeff Green
Among the brands featured in this section, Jeff Green stood out for its strong connection to exploration and outdoor living. Functionality is the starting point, with garments designed to support movement, travel, and everyday adventure while maintaining a clean and contemporary aesthetic. A proposition created for those seeking versatility without compromising on style, enhanced by an original touch of color.
Neude
Among the most interesting brands showcased at Pitti Uomo, Neude is a New York-based label that has chosen to rethink one of the most overlooked categories in the menswear wardrobe: underwear. A discreet form of luxury that does not need to be seen to be appreciated. Even if no one else notices it, the wearer does—and that awareness is what makes the difference.
Woolrich
With nearly two centuries of history behind it, Woolrich continues to reinterpret its outdoor heritage through a contemporary lens. For SS27, the brand focuses on natural materials, lightweight fabrics, and technical constructions designed to ensure comfort, versatility, and freedom of movement. Functionality remains at the core of the collection, with garments created to adapt to everyday life while preserving the authentic spirit of the outdoors.
JiyongKim
JiyongKim brought to Pitti Uomo 110 an innovative vision of contemporary menswear, where nature and experimentation converge. The Korean brand is known for its Sun-Bleach technique, which harnesses sunlight, wind, rain, and other natural elements to create unique garments characterized by distinctive textures and one-of-a-kind fading effects. An approach that combines material research, three-dimensional constructions, and a strong artistic sensibility.
Sundek
Sundek brought the authentic spirit of California and surf culture to Pitti Uomo, staying true to the identity that has defined the brand since the 1960s. The Golden Wave collection is inspired by surfing as a lifestyle, featuring desaturated tones that evoke the effects of sun and saltwater on fabrics. The result is a relaxed aesthetic deeply rooted in the West Coast spirit, evolving into an increasingly complete offering that will soon extend into the winter season.
Les Deux perfectly embodies the new generation of Scandinavian design. Founded in Copenhagen, the brand creates an engaging balance between Nordic minimalism and international urban culture. Its collections move naturally between sportswear and casualwear, offering a wardrobe designed to adapt to different moments of the day. The result is an effortless elegance that reflects the lifestyle of today’s European generations.
Wrong Friends
Wrong Friends brought a youthful and carefree energy to Pitti Uomo, inspired by a lifestyle built around friendship, fun, and self-expression. The brand interprets contemporary casualwear with an ironic and relaxed attitude, speaking to a generation that sees fashion as a tool for expressing individuality and embracing life’s experiences without compromise.
The collections presented at Pitti Uomo 110 confirm that outdoor and sportswear have become far more than simple product categories. Functionality, material innovation, urban culture, adventure, and experimentation come together to shape a menswear landscape that is increasingly versatile and multifaceted. From brands preserving an important heritage to emerging labels challenging conventions, the common thread lies in their ability to interpret new lifestyles and evolving consumer needs. It is an evolution that looks toward the future without forgetting its roots, further establishing Pitti Uomo as one of the leading observatories of contemporary menswear.
