Fernández y ROCHE… Road to Pitti Uomo!

The men’s fashion exhibition, held in Florence from 11 to 13 January, was the perfect setting to show our hats to the world.

Pitti Uomo is the most important men’s fashion showcase in the world. A place where passion for fashion and craftsmanship come together, with the Italian city of Florence as a luxurious setting.

The union of sustainability and craftsmanship of each of the exhibiting brands will make this event unique, where we will discover emerging talents and new trends.

Pitti Uomo

The first edition of Pitti Uomo was held in February 1972 at the Villa Medici hotel in Florence, with 43 brands and 526 buyers. Its name was taken from the Sala Bianca of the Palazzo Pitti, in Florence, the place that hosted the first fashion shows of the great Italian fashion houses.

One of the great peculiarities of Pitti Uomo is that, unlike men’s fashion weeks in other cities, it is detached from the show and allows the market to expand with new looks, growing talents and emerging trends, making it the ideal place for fashionistas, who take the trends to fashion magazines and also in street style.

For Fernández y ROCHE, it is a unique opportunity to showcase the tradition and expertise of our artisans, from Seville to the world. An experience of coexistence and learning with international brands that share many of our values, but with completely different visions and ways of working. Do you want to know a little more about what Pitti Uomo is all about? Keep on reading:

Fortezza da Basso, magic and tradition in Florence

The venue for the exhibition is a historic building of the Florentine city: Fortezza da Basso. A masterpiece of Renaissance architecture built between 1534 and 1536 to protect the city from external enemies.

Since 1967 it has hosted some of Italy’s most important trade fairs, including Pitti Uomo. The perfect setting to show the world the hats of Fernández y ROCHE, which combine Andalusian craftsmanship with the most cosmopolitan trends.

The Sustainable Style’, a challenge to promote sustainable fashion

Pitti Uomo takes the importance of craftsmanship and sustainability very seriously. Its commitment to a textile production that is less harmful to the environment, as well as giving visibility to the new voices of design, have made it one of the unmissable events in the world of fashion.

Although it is an exhibition practically dedicated to men, it is one of the pioneers in showing, together, men’s and women’s collections, breaking down the gender barriers that are still present in some fashion weeks.

And how do we combine these premises with our history as a brand since 1885? Experience and passion have given us the know-how to create a classic hat, but also to follow trends while maintaining traditional values. The three principles of quality, craftsmanship and innovation are embodied in our collections to make the most modern tradition a reality.

In the end, the aim of Fernández y ROCHE is to make those who want to express themselves through an accessory that reflects their true personality dream.

Our little ‘hat paradise’

From 11 to 13 January, we presented, exclusively, our AW22 collection and new products developed especially for our customers. The stand N.35 Sector M of the central pavilion of the Fortezza da Basso has become a diaphanous space conquered by the most Fernández y ROCHE style.

We have opted for our classic line of felt hats in warm tones, a timeless wardrobe staple that will be on trend season after season. There is also colour, lots of colour for the most daring: burgundies, oranges and blues, which will not go unnoticed this winter.

In addition, the new collection of caps in plain and patterned fabrics is one of the most acclaimed accessories by our customers. Which is your favourite model?

Pitti Uomo has given us some very special days, in which we have been able to enjoy fashion in Florence. Find out more on our social media!

Fernández y ROCHE.

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