The fashion industry is undergoing a creative reset, and 2025 will be remembered as a pivotal year for several companies in the premium and contemporary luxury segments. As new owners take the reins, they are retooling offerings and strategies to reenergize sales, and the menswear trade show Pitti Uomo serves as the perfect stage for unveiling their new directions. This article delves into the exciting transformations at Sundek, Dickies, and Philippe Model Paris, exploring the fresh perspectives and innovative strategies that are shaping the future of these iconic brands.
Sundek: A Beachwear Renaissance
The acquisition of Sundek by BasicNet is a strategic move that aligns with the new owner's track record of revamping heritage brands. Founded in San Francisco in 1958, Sundek was a key player in the rise of Californian surf culture, embodying the values of freedom and community. However, after its peak in popularity in the 2000s, the brand slowly slipped out of the zeitgeist. BasicNet is committed to reversing this course, positioning Sundek as a brand first, not just a swimwear brand.
Lorenzo Boglione, co-chief executive officer at BasicNet, emphasizes the brand's potential, stating that Sundek can play in swim, lifestyle, and even winter. The focus is on California, not surfing culture per se, although surf remains an important part of the lifestyle ethos. Boglione believes that Sundek can become a destination for customers who want this specific lifestyle, and he is confident in the strong potential of the brand.
The spring 2027 collection, unveiled at Pitti Uomo, introduces a rebooted version of the Goldenwave line, rooted in vintage-nodding swimwear, apparel, and accessories. The collection features a washed color palette and distressed finishes inspired by the maritime pictures of LeRoy Grannis in the '60s. Additionally, the Original range welcomes new colorways and a collaboration with Japanese illustrator Kentaro Yoshida, whose designs will appear on swim trunks, sweatshirts, and T-shirts.
Dickies: Evolving into a Culture-Driven Brand
Dickies, originally founded in 1922 in Fort Worth, Texas, has a rich heritage in workwear. The brand has successfully blended its heritage with popular culture across fashion, music, skateboarding, and streetwear. Last year, VF Corp. sold Dickies to Bluestar Alliance for $600 million in cash, and Sportlux has taken the reins as the brand's European operator.
Sportlux has already started promoting the brand aggressively in Europe, with a three-day takeover of the Wivian Factory in Milan for the presentation of the spring 2027 collection. The goal is to evolve Dickies into a more culture-driven and community-focused brand while staying true to its workwear DNA. The collection features denim in expanded fits and new washes, as well as an expanded offering of a clearer and more defined womenswear line.
At Pitti Uomo, Dickies will present its signature products and the spring 2027 collection, and the brand will also outfit the entire Pitti Uomo staff during the show. Bluestar aims to reconnect with key accounts, engage targeted new partners across priority markets and distribution channels, and demonstrate the brand repositioning through a sharper and more commercially usable product offer.
Philippe Model Paris: A Lifestyle Brand Transformation
Philippe Model Paris, under its new owner Swinger International, is headed to Pitti Uomo with a strategic plan to consolidate the brand's position in the premium casual luxury segment and accelerate its international expansion. The core of this strategy is transforming Philippe Model Paris from a product brand into a true lifestyle brand by introducing apparel in the medium term.
Mathias Facchini, president of the Italian fashion group, emphasizes the importance of Pitti Uomo as a trend laboratory where buyers, international press, and opinion leaders meet to validate brands' new directions. The brand will mount its booth on the Ghiaia Courtyard at the center of the trade show's Fortezza da Basso venue, presenting its collection via artistic storytelling with installations inspired by Philippe Model, the namesake Parisian designer and artist who founded the brand in 1978.
Swinger International's plan for the footwear brand includes retooling its manufacturing capabilities through streamlined supply chain management, centralized oversight for enhanced production control, and preservation of manufacturing standards. The acquisition of Philippe Model Paris demonstrates that Swinger International can successfully integrate brands with strong heritage and clear recognition, positioning itself as a strategic hub to foster the growth of companies within its ecosystem.
