Amid the booths of Pitti Immagine Uomo, the men's fashion showcase underway in Florence, energy and ideas are in no short supply. In the context of a sector that is down 3.6 percent (for a turnover of 11.4 billion in 2024), there are some encouraging signals. Menswear exports totaled 5.5 billion, up 2.7% in the first seven months of 2024. In the next five years, a 20% growth in high-end consumers is expected. "Data that give us hope", stated Carlo Capasa, head of the National Chamber of Italian Fashion, while emphasizing that overcoming the crisis requires investment in creativity. "Less marketing, more ideas" is a formula that most brands at Pitti have been applying for years. For many, this translates into slight revenue growth, even in challenging times. We focus on style, materials, and resource optimization. In what American fashion critic Cathy Horyn refers to as the "post-trend era", marked by hundreds of micro trends, none of which are dominant, the key lies in standing out in an oversaturated clothing market.