A Curated Selection of Tokyo Brands at Pitti Uomo

To promote Japanese culture and creativity globally, the Japan Fashion Week Organization (JFWO) selected multiple domestic brands and manufacturers through an open call to hold a special exhibition at Pitti Uomo, followed by an order-taking session in Milan.

Yuichi Yoshii (THE CONTEMPORARY FIX / PARIYA), who has successfully led numerous events and shop launches, drawing out new forms and possibilities in Tokyo's fashion landscape, served as the director for this initiative.





The exhibition "VERSUS TOKYO" showcased an appealing lineup of 20 brands selected by Mr. Yoshii. It featured updated versions of iconic pieces that once had fashion enthusiasts in Tokyo queuing for hours. The venue also included engaging elements beyond the displays, such as a coin game by "mastermind JAPAN." Additionally, Akiteru Mishima, the art director of "FUGAHUM," presented collaborative items with "RADIO EVA," a project that develops fashion items inspired by the anime "Evangelion."

Over 5,000 press members, buyers, and visitors attended the exhibition and parties, proving that Tokyo brands are capturing the attention of fashion enthusiasts both domestically and internationally. We look forward to their future developments and full-scale sales.