Cole Haan to make Pitti Uomo debut with newest Zerogrand collection
The collection, called Generation Zerogrand, is a dual-gender continuation of the brand's performance-soled footwear and lifestyle line, meant for a "tech-fluent" generation who are "entering the workforce in new ways" and value versatility, comfort and performance, according to a Cole Haan press release.
Cole Haan's debut at the historic Florentine event is part of the brand's global strategy to build its international presence. If numbers match last year's Pitti turnout, this will mean exposure to around 19,100 buyers and over 30,000 visitors.
"Pitti is the perfect venue to showcase the lifestyle expansion of [Zerogrand] for the versatile needs of young urban professionals around the word," said Scott Patt, Cole Haan's chief creative officer.
"Worldwide demand for our product is impressively strong with our international expansion strategy accelerating with significant velocity," added Adrian Santos, Cole Haan's SVP of international.
The brand's Autumn/Winter 19 line, including its newest Zerogrand collection, will be shown in a 54-square-meter (about 581-square-foot) booth at Pitti Uomo from January 8 through 11.
First launched in 2014, the brand's Zerogrand line has since released several installments, including a collaborative collection with JackThreads in 2016 and its 3.Zerogrand collection in August of this year.
Based out of New York City and Greenland, New Hampshire, Cole Haan is currently available in over 300 locations across 64 countries.
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