Knitwear as Memory, Style as Ritual
Pitti Immagine Uomo 106 wasn’t our debut — it was our renewal. Fourteen editions in, and yet this one felt like a first breath. A reset. A quiet declaration.
We designed our stand not as a showroom, but as a postcard from another time. Light butter-colored walls. Iron chairs like those at a neighborhood bocce court. A scene frozen in sepia: men in shirtsleeves, gathered in conversation. It wasn’t just decoration — it was intention.
From that image, the SS24 collection took shape: not in trends, but in memories.
A Collection for Men Who Observe
The Spring/Summer 2024 collection was built around slowness. Knit polos in breathable yarns. Dusty whites, sun-worn browns, textures made to be touched. Garments that felt lived-in from the start — but never worn out.
Each piece was a study in timeless masculinity: understated, tactile, rooted in familiarity. Designed for men who appreciate rhythm, pause, and nuance.
Pitti 106: The Real Start of Something
Fourteen appearances. Countless conversations. But Pitti Uomo 106 felt like our first true statement — where product and philosophy finally spoke the same language.
Buyers leaned in. People stayed longer. They weren’t just looking — they were remembering.
That’s what Privati Firenze is about: knitwear that resonates. That recalls your grandfather’s sweater, but also your own reflection. Past and present intertwined.
The Privati Way Forward
We believe in garments that feel like rituals. Crafted slowly. Meant to be worn, re-worn, and passed on.
Pitti 106 reminded us: the world still has space for brands that choose quality over noise.
This was our 14th time at the fair. But in many ways, it felt like the first that truly sounded like us.
