Reviving old-fashioned or forgotten brands requires a set of certain skills – patience, respect for DNA, deep-pockets and real affection for a marque, which for some reason Italians seem particularly good at doing.
The flags chosen as the theme of the Florentine menswear show, which opens on Tuesday, symbolise the diverse, international range of exhibitors of this winter session, featuring major names and special events.
Woolrich is marking its evolving transformation with a newly updated logo and a "complete visual rebranding". Developed by Pentagram, the new logo pays homage to the brand's Red and Black Buffalo Check.
The Florentine menswear event, which ended on Friday with a slight downturn in visitors, introduced a new exhibition area and fresh initiatives, including its first-ever show dedicated to outdoor wear.