On March 27, Pitti Immagine Uomo 110, set to take place in Florence, Italy, from June 16 to 19, announced that it has selected Copenhagen-based menswear label Sunflower as one of its guest designers. The brand will present a runway show in Florence as part of a special project in collaboration with Copenhagen Fashion Week.
This season’s edition of Pitti Uomo will also feature guest designers, including Kei Ninomiya of Dover Street Market and Simone Rocha. Bringing together designers with distinct perspectives, the lineup reflects both the current state and the evolving possibilities of menswear.
Founded in 2018 by Ulrik Pedersen, Sunflower has built its identity around a concise and consistent design language, focusing on everyday essentials such as denim, tailoring, leather, and knitwear. While avoiding excessive decoration, the brand emphasizes garments that gain character over time, earning increasing recognition among international buyers.
The upcoming show in Florence marks a significant milestone for the brand, signaling its transition into a new phase. Founder Ulrik Pedersen commented, “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.”
The project is part of Copenhagen Fashion Week’s 20th anniversary program and represents one of several initiatives aimed at connecting Nordic creativity with the global stage. The collaboration with Pitti Immagine—an institution that has long supported Nordic brands—carries symbolic significance.
Positioned at the intersection of Florence and Copenhagen—two cities that share a balance between innovation and market awareness—this project is set to highlight a contemporary shift in menswear, one that reexamines the essence of product and design.
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