Danish brand Sunflower was named Pitti Uomo's special project in June 2026 as part of trade show's tie-up with Copenhagen Fashion Week.
The Danish brand founded in Copenhagen in 2018 by Ulrik Pedersen is known for its cool take on traditional menswear and wardrobe-building pieces. The brand is to host a runway show to unveil its spring 2027 collection, making its runway debut in Florence.
The date and location for the event has yet to be announced. “For us, this moment marks the introduction of the next chapter for Sunflower. The foundation is the same, but the expression is sharper, more defined, and more ambitious,” Pedersen said“We’ve always believed in keeping things simple and doing the same thing better over time – a bit like a good rock song. Direct, clear, and without anything unnecessary. Showing in Florence gives us the right setting to present that next step clearly.”“Marking our 20th anniversary, this collaboration with Pitti Immagine reflects the importance of strong, international partnerships in elevating menswear fashion to a global stage,” said Cecilie Thorsmark, chief executive officer of “Pitti has long been a supporter of Nordic fashion, and we are proud to bring Sunflower to Florence as our guest designer – a brand that embodies both the creative and commercial strength of our region,” she noted. To be sure, the Florentine fair has long had a penchant for Scandi brands, most notably hosting the Scandinavian Manifesto sections dedicated to labels from the region since 2018. The announcement of Sunflower follows news that DSM Kei Ninomiya and Simone Rocha will also be guest designers at the upcoming edition of the fair. All three brands follow in the footsteps of Hed Mayner, Homme Plissé Issey Miyake, Niccolò Pasqualetti, MM6 Maison Margiela, Setchu, Marine Serre, Martine Rose and Grace Wales Bonner, among others, as a guest designer of the men’s trade fair.New Balance Gave One of Its Most Popular Sneakers a Sandal Makeover…. We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the Google. We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the GoogleWWD and Women's Wear Daily are part of Penske Media Corporation. © 2026 Fairchild Publishing, LLC. All Rights Reserved.
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