ICE and Pitti Uomo 109

News

Edition 109

19.01.2026

together for the 12th edition of Young Italian Start Up Around The World

Continuing its long-standing support for the fashion industry and its commitment to promoting the most innovative and promising Made in Italy startups, ICE—the Italian Trade Agency for the promotion and internationalization of Italian companies—presented the 12th edition of Young Italian Start Up Around The World at Pitti Uomo 109.
Developed in collaboration with Pitti Immagine Tutoring & Consulting, the project introduced the international community gathered in Florence to a curated selection of six emerging Italian brands.

BEKK

Blending Italy’s prestigious footwear heritage with a clean, urban design language, BEKK creates shoes where craftsmanship is both a technical and functional element. The brand is guided by a philosophy of conscious quality and understated style, designed for those seeking durable products with a sober yet distinctive character. Each model reflects the rhythm of contemporary city life through balanced volumes, carefully selected materials, and structures engineered for everyday comfort.

DISCOVER ON PITTI CONNECT

FOULON

FOULON embodies the essence of quiet luxury through garments, driving gloves, and leather accessories entirely handmade by Italian master artisans. The brand celebrates timeless elegance and the natural beauty of raw materials, rejecting visible logos in favor of exceptional quality designed to evolve over time. Its production follows an ethical and sustainable approach, using certified leathers sourced from an upcycling process that transforms food-industry by-products into quality materials.

DISCOVER ON PITTI CONNECT

IDAMA

A technical urbanwear brand that fuses refined aesthetics with high performance, designed for the unpredictability of city life. Inspired by resilience and dynamism, it develops waterproof, sustainable garments made for movement and standing the test of time. Each piece is produced in Italy following a philosophy that rejects fast fashion, with repairs guaranteed for two years.

DISCOVER ON PITTI CONNECT

LAMANO ARTISANS

Born on the shores of Lake Trasimeno, LAMANO ARTISANS is a boutique atelier specializing in artisanal cashmere knitwear. The brand works with rare fibers, vintage machinery, and hand-finishing techniques. Each piece is created in carefully selected, intentionally limited editions and washed in the mineral-rich waters surrounding the lake, revealing a natural softness impossible to replicate industrially.

DISCOVER ON PITTI CONNECT

PIETRA SALATA NAPOLI

Rooted in Neapolitan tailoring traditions, Pietra Salata Napoli reinterprets classic elegance through a contemporary lens inspired by the colors and mood of the Mediterranean. Each garment is entirely handmade in Italy, drawing on local artisanal expertise to create clothing and accessories defined by impeccable fit and a distinctive style.

DISCOVER ON PITTI CONNECT

Y-81

Y-81 introduces a modular urban uniform designed to move fluidly between formal and creative contexts. Drawing on sartorial heritage, the brand blends classic and sporty elements into versatile garments that adapt to the dynamic rhythm of everyday life. Guided by freedom, modernity, and authenticity, the brand develops complete outfits in carefully selected fabrics for an authentic, functional, and boundless style.

DISCOVER ON PITTI CONNECT