This event signifies the reemergence of China’s contemporary design sector on the international stage, transitioning its focus from product exportation to brand exportation. CHINA WAVE aims to bridge Chinese design culture with global markets, enhancing international distribution channels and professional recognition.
The initiative will showcase eight Chinese brands within a dedicated 150m2 space at the Costruzioni Lorenesi, Fortezza da Basso.
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The participating brands include SEPTWOLVES, SWÖFCARE, WU RANG, A. NEW STUDIO, TIMES INFINITY, ZIVGREY, JOEWITHLOL, and AMANO. These brands collectively represent diverse aspects of Chinese design, ranging from contemporary fashion and craftsmanship to artistically interpreted accessories.
SEPTWOLVES is recognised for its market-driven design and production capabilities. SWÖFCARE, established by Jason Chang, combines modern hat-making techniques with a nature-inspired philosophy. JOEWITHLOL translates artistic concepts into smart casual menswear, while WU RANG incorporates Chinese cultural elements into its designs.
A. NEW STUDIO offers minimalist leisurewear and urban outdoor apparel. TIMES INFINITY distinguishes itself by not adhering to fixed collections. ZIVGREY melds natural forms with urban geometry in its jewellery creations, and AMANO focuses on artisanal jewellery craftsmanship that reflects warmth and life.
The event at Pitti Uomo is anticipated to draw industry professionals and provide a platform for Chinese brands to connect with a broader international audience. By participating in this prestigious event, these brands aim to establish and strengthen their presence within the global fashion industry.
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By GlobalDataPitti Uomo is a well-established international platform for menswear. The 2026 edition, centred around the theme “Movement,” will feature over 700 brands showcasing their Fall/Winter 2026–2027 collections.
The event is expected to attract high-quality buyers from the world’s most prestigious stores alongside representatives from the international press.
The programme includes a range of meticulously curated events and presentations highlighting key industry players and product innovations.
With around 44% of exhibitors being international participants, Pitti Uomo reinforces its reputation as a premier venue for showcasing emerging markets and responding to evolving consumer demands.
Over four days of Pitti Uomo 109, visitors will have the opportunity to engage in business discussions and discover new inspirations within the dynamic landscape of menswear fashion.
In September 2025, the autumn edition of China International Fashion Fair CHIC showcased the evolution of China’s fashion sector from a manufacturing hub to a frontrunner in innovation.
