Hugo Boss pulls out of Pitti Uomo

Italian menswear tradeshow Pitti Uomo, once the must-see of men’s forward fashion, is to lose one of its key brands- Hugo Boss. Hugo Boss, which traditionally has the biggest and best stand, has said that Pitti Uomo has become less relevant to the company as it continues to develop into more of a lifestyle brand.

A spokesman for Boss told Drapers: “Pitti is a very well organized show, but we have been growing our womenswear and accessories business in recent years. This means our showrooms are a more appropriate platform to showcase the full ranges.” Hugo Boss has always been a major draw for buyers to attend Pitti, and visitors are wondering if other major brands will soon follow suit. Pitti Uomo organizers have said they did not expect Hugo Boss’ departure to affect the future of the show.