At the 102nd edition of Pitti Immagine Uomo in June 2022, Privati Firenze will unveil a major innovation by showcasing garments that have undergone an eco-friendly dyeing process that is energy- and water-efficient. The dyeing method, known as cold dyeing, is suitable for all types of yarn, especially natural ones, and uses 100% natural dyes. These dyes may vary in intensity due to fluctuations in the batches of fruit or vegetable purees used to create them. The event, which attracts buyers, journalists, and other fashion industry professionals from around the world, is known for its blend of traditional Italian craftsmanship and contemporary fashion and is considered a highlight of the men's fashion calendar.