UBM Fashion’s Project New York launched a new initiative to help unify the European and American men’s wear markets.
Project announced Wednesday a new partnership with White Show, a leading Italian apparel trade show, that aims to strengthen the presence of global men’s wear marketplaces. Through curated installations and collaboration, the trade events plan on “creating a cross section of U.S. and European brands, designers and retailers to offer a fresh, international perspective of designers at each trade show.”
Over the next two seasons, UBM Fashion and White Show will work together to design retailer matchmaking platforms and develop a curation of innovative brands to host at upcoming shows.
“The collaboration with UBM amplifies the resonance of White tradeshow on the American market, which represents an excellent opportunity for our companies. White has always been very attentive to international markets, where it’s been present for many years and continues to invest and promote its DNA and its brands exponentially,” White Show president and founder Massimiliano Bizzi, said.
Project will kick off the partnership by introducing New York-based men’s wear label Abasi Rosborough at the June 16-18 White Show in Milan. Designed by Greg Rosborough and Abdul Abasi, the visionary label is known for its dystopian designs with architectural references. Collections are made ethically in New York City, using sustainable and recycled deadstock fabrics found in warehouses throughout the city.
“I am excited to join forces with White,” Tommy Fazio, UBM Fashion men’s fashion director, said. “The synergies between our shows will allow a seamless experience for both U.S. and Italian brands to expand their reach to more diverse retailers and media. I look forward to a compelling relationship between our shows.”