The fifth participation of Chinese designer brands under the China Wave banner at Pitti Uomo confirmed not only the growing interest in these collections, but also the increasing understanding by Eastern brands of how to resonate with European consumers.
Septwolves, the flagship brand of the collective presentation, is making its second appearance at Pitti Uomo, showcasing models that combine functionality, sustainability and Chinese cultural heritage. Alongside its further refined Business Travel Jacket, particular interest was drawn to the line of sustainable polo shirts crafted from natural fibers. It is also Pitti’s second time for Swof Care, a brand specializing in headwear—specifically luxury caps priced around 200 euros. After initial contacts with the American and Japanese markets, Swof Care is very interested in the European market, and the feedback at the fair was positive. Zifei Wang presented garments that offer a contemporary interpretation of Eastern aesthetics; a fashion show is already planned for this brand during Milan Fashion Week in September. Already boasting eight monobrand stores and a strong online market, Soarin—founded 10 years ago—was appreciated for its plant-based dyeing techniques, innovative material research, and the fusion of traditional craftsmanship with contemporary design. It was a debut in Florence for Kimusso, presenting a collection featuring eco-leather aimed at a fairly young customer target. The best contacts were made with concept stores and research boutiques.
To reaffirm this bridge with Western markets, from January 12 to 15, 2027, CHINA WAVE will return to Florence for Pitti Uomo 111.
