Labels to Watch: Neudeutsch brands take on Pitti Uomo

A 'New German Wave' is taking the international trade fair landscape by storm. Tuesday, the men's fashion fair Pitti Uomo in Florence opens its doors and focuses on fashion 'Made in Germany' for the first time with the 'Neudeutsch' exhibition space. Based on the eponymous term, Neudeutsch curator, stylist and trend forecaster Julian Daynov has selected German-based brands that are rethinking local fashion and proving that it can be more than just pragmatic, practical and good, but without losing its sense of commercialism.