UKFT is accompanying a group of over 45 UK menswear brands at the Italian trade show Pitti Uomo this season (14-17 January 2025) with support from the Department for Business & Trade (DBT). Find out more about the key markets for these independent brands and the unique products that make them stand out.

EXPLORE FULL UK EXHIBITOR LIST 

Fox Umbrellas: Celebrating a century in Japan 

Fox Umbrella’s key markets span the globe however its longest standing export market is Japan where the company has exported to since 1924 with a short break during and after the 2nd world war when trade between the UK and Japan temporarily paused.  The market continues to be an important part of the brand’s world trade to this day.  

John Smedley: Star power and editorial focus 

With a star-studded clientele including Paul Mescal, Cillian Murphy, and Kit Harington, John Smedley seamlessly blends style with cultural cachet. Features in top publications like British Vogue and GQ have bolstered its reputation, while recent PR efforts in France have yielded coverage in Harper’s Bazaar France and Le Figaro, signalling growing European interest. 

BDXY: Expanding horizons with wholesale 

Previously a direct-to-consumer success, BDXY is stepping into wholesale at Pitti Uomo. With 50% of its business rooted in the UK and the US as a strong second market, the brand is aiming to expand its presence globally. Co-founder, actor Luke Evans is the most important brand ambassador but he is joined by Jonah Hauer-King, Louis Tomlinson and Leo Woodall who amplified the brand’s image, reflecting its aspirational yet accessible appeal. 

Loake: Global reach, local success 

Though rooted in the UK, footwear brand Loake is seeing significant growth in Scandinavia, South Korea and Australia. With a distribution network spanning 65 countries, the brand’s ability to adapt to diverse markets underpins its international success. 

Berghaus: Building momentum in Europe 

The Berghaus ICONS collection is making waves, with key partnerships like Sport Schuster in Germany and Goods in Denmark solidifying its presence in Europe. At Pitti Uomo, the focus is on expanding into international markets, particularly DACH and the Nordics. The brand’s blend of cultural heritage and modern design positions it well for continued growth. 

Tricker’s: Timeless collaborations 

With over 40 years of presence in Japan and Italy, Tricker’s has built a loyal following. Designer collaborations with Comme des Garçons, Junya Watanabe and Todd Snyder highlight its innovative spirit, while the UK and the US continue to be strongholds for the brand. 

Walker Slater:  Strong in Scandinavia 

Specialising in wool garments tailored to the outdoors, Walker Slater thrives in Northern Europe and Scandinavia. Their durable, weather-appropriate designs reflect their expertise in marrying functionality with style. 

Carl Friedrik: Redefining premium travel gear 

With strong roots in the UK, Carl Friedrik has achieved milestones including partnerships with Harrods and Selfridges, and the launch of its flagship store on London’s Regent Street. Its luggage collection, known for timeless design and functionality, remains a top seller, appealing to travellers who demand both style and practicality. 

Elizabeth Parker: A tailored approach to partnerships 

Elizabeth Parker has been developing own label collections for key European accounts for SS25 and AW25. The brand’s evergreen plain metal and semi-precious stone cufflinks remain consistent bestsellers, while the new Navy box packaging has garnered exceptional feedback this season, demonstrating a commitment to innovation and client satisfaction. 

Hardy & Parsons: Customisation and craftsmanship 

For Hardy & Parsons, the UK, Spain, Germany, Austria and the US are thriving markets. The brand’s ability to cater to individual preferences—customising buckle styles, thread colours, and sizes—has been a major driver of success. This bespoke approach underscores a dedication to handcrafted excellence. 

Sanders: Military heritage in Japan 

The Japanese Military Collection has been a standout for Sanders, blending historical significance with rugged durability. Endorsements from celebrities like Daniel Craig (in Spectre) and Eddie Redmayne (in The Day of the Jackal) have further solidified its reputation for craftsmanship and style. 

At Pitti Uomo 

This year’s exhibitors at Pitti Uomo showcase an incredible diversity of success stories, from bespoke craftsmanship to innovative collaborations and celebrity endorsements. Whether through a focus on customisation, heritage-inspired collections or robust international partnerships, these brands are not just thriving—they are setting the standard for the global menswear industry. 

DISCOVER BRITISH BRANDS AT PITTI UOMO 2025

Follow UKFT on Instagram @ukftorg for more information on the companies exhibiting at Pitti Uomo this season, or click on the link below to find out more about our international tradeshow activity:

UKFT DISCOVER BRITISH BRANDS