The fashion industry is undergoing a significant transformation, and 2025 is a year that will be remembered for this creative revolution. Many premium and luxury brands are experiencing a change in ownership, leading to a reevaluation of their strategies and offerings. This week, at the prestigious menswear trade show Pitti Uomo, we get a glimpse into the future of these brands under new leadership. Let's dive into the stories of Sundek, Dickies, and Philippe Model Paris.
Sundek: A California Lifestyle Brand Reborn
When BasicNet acquired Sundek, a beachwear specialist with a rich history, it signaled a strategic move to revive a heritage brand. Founded in San Francisco in 1958, Sundek embodies the spirit of Californian surf culture, freedom, and community. However, after a peak in popularity, especially for its iconic Rainbow Boardshorts, Sundek faded from the public eye.
Lorenzo Boglione, co-CEO of BasicNet, sees immense potential in Sundek. He believes the brand can transcend its swimwear roots and become a lifestyle brand, representing California's unique mindset and ethos. Boglione's vision extends beyond the beach, encompassing the countryside and urban environments. He aims to create a distinct look and style that appeals to customers seeking this specific lifestyle.
"We're flipping the paradigm... The product is easy, simple, and authentic, yet highly wearable and commercially viable." - Lorenzo Boglione, co-CEO, BasicNet
Sundek's spring 2027 collection, unveiled at Pitti Uomo, showcases a rebooted Goldenwave line, drawing inspiration from vintage swimwear and the maritime photography of LeRoy Grannis. The collection also features a collaboration with Japanese illustrator Kentaro Yoshida, adding a unique artistic touch to the brand's signature boardshorts and apparel.
With a presence in Italy, Spain, and France, Sundek aims to expand its retail footprint and target new markets like Greece and the UK. Boglione emphasizes the importance of building a strong foundation for long-term success, even if it means sacrificing short-term revenue.
Dickies: From Workwear to Streetwear Icon
Dickies, originally known as Williamson-Dickie Manufacturing Co., has a long history dating back to 1922. From its humble beginnings making denim overalls for farmhands, Dickies has become a staple of American workwear. In recent years, it has successfully transitioned into the streetwear scene, attracting skateboarders with its durable and stylish products.
Now owned by Bluestar Alliance, Dickies is undergoing a strategic repositioning. The brand aims to evolve into a more culture-driven and community-focused entity while retaining its workwear DNA. This transformation was showcased in Milan, where an industrial space was transformed into an immersive platform for the spring 2027 collection presentation.
"Dickies at Pitti Uomo is a clear market signal... ready to grow again with the right partners." - Bluestar Alliance
At Pitti Uomo, Dickies will present its signature products and the spring collection, aiming to reconnect with key accounts and engage new partners. The collection focuses on expanded denim fits, new washes, and a clearer womenswear offering.
Philippe Model Paris: A Premium Casual Luxury Story
Under its new owner, Swinger International, Philippe Model Paris is set to strengthen its position in the premium casual luxury segment. Acquired in December, the Italian footwear brand aims to expand internationally and solidify its presence in key markets like Europe, the US, and Asia.
Mathias Facchini, president of the Italian fashion group, emphasizes the importance of Pitti Uomo as a trend laboratory, where brands can validate their new directions. Swinger International's strategy involves transforming Philippe Model Paris into a true lifestyle brand by introducing apparel in the medium term.
"In today's luxury landscape, desirability comes from a brand's ability to build a meaningful universe... Strong, consistent storytelling creates identity differentiation." - Mathias Facchini, President, Italian Fashion Group
At Pitti Uomo, Philippe Model Paris will showcase its collection through artistic storytelling, inspired by the brand's namesake designer and artist, Philippe Model. The brand aims to create a unique and exclusive identity, appealing to consumers seeking a differentiated lifestyle experience.
Conclusion
The fashion industry is witnessing a fascinating evolution, with brands like Sundek, Dickies, and Philippe Model Paris undergoing significant transformations. These new directions, unveiled at Pitti Uomo, showcase the industry's ability to reinvent itself while staying true to its heritage. It's an exciting time for fashion enthusiasts, as these brands embark on a journey to redefine their identities and capture the hearts of a new generation of consumers.
