Pitti Uomo 109

Last year, we witnessed the quiet return of serious men’s tailoring to the global stage. This year, we have an even more personal reason to celebrate.

At Pitti Immagine Uomo—one of the world’s most influential menswear gatherings—AROS is present this season as the first luxury menswear brand from the Western Balkans.

During our days in Florence, Armin Osmancevic, founder of AROS, was interviewed by Ada Ćeremida of Bonjour.ba about Pitti Uomo 109, slowness as a modern form of luxury, personal style, and what it means to stand at the centre of global menswear.

Coming to Pitti Immagine Uomo always brings a special energy. What struck you most upon arriving in Florence this season?

“The first moment at Pitti always carries a certain weight, but this season what struck me most was the contrast between the lack of innovation and the simultaneous return of the audience—and interest—to classic tailoring through personal expression. Florence is a city of culture that immediately grounds you, like Sarajevo, only much older and larger. There is no need to prove who you are, because the city seeks clarity, not noise. 

That sense of focus and discipline is fully aligned with the AROS philosophy, and our team—present at Pitti for the first time—immediately felt welcomed and appreciated, both by people on the street and within the event itself, forming new friendships with like-minded individuals from around the world.”

What it means for AROS to be present at Pitti Uomo at this stage, when the brand has clearly defined itself and knows the direction it is heading?

“For AROS, being present at Pitti at this moment means confirming the direction we are taking and opening our eyes—not to follow, but to lead. Men’s style globally seems to be stuck in 2015, with most of the brands following Brunello Cucinelli and Zegna.

We are not here to be part of a trend, but to position ourselves among brands with a long-term vision and a personal view of men’s fashion.”

“Pitti is a platform where innovation, consistency, quality, and a serious approach to menswear are recognised—values on which we have built AROS from the very beginning.

Particular interest was shown in AROS LUX, worn by our Swedish colleague and mentor Lalle Johnson. Our custom-made pieces were praised by street-style photographers, creative directors, and many others in the industry.”

What is the natural place of AROS DNA within today’s global fashion trends: slowness, durability, and quiet elegance?

“Precisely in the oversaturation of speed and visual noise. It is enough to look at the hashtag #pittiuomo109 to notice that the time of big logos, tight uncomfortable clothes and unsustainable materials is behind us. Globally, we are seeing a return to a more responsible approach to the wardrobe of few items of clothing, but of superior design and quality.

AROS fits naturally there: slowness as luxury, durability as standard and personal expression as a sign of self-confidence. Our team showed it best through the interest of the organizers as well as photographers on the street.''

From the inside, which trends and directions at Pitti stood out most clearly this season—in materials, silhouettes, and the way clothes were worn?

“It is noticeable that silhouettes are more relaxed, yet structured. Softer constructions, natural materials, tactile textures, and an emphasis on comfort without losing form. The approach to dressing is also less formal, but considered. The suit is worn with ease, not like a uniform. Ties are worn by those who choose them—as a form of personal expression, not obligation.”

“Soshi Otsuki, the main guest at Pitti Uomo 109, is a Japanese fashion designer with a distinctive voice who brought a fresh perspective to contemporary menswear. His work, heavily inspired by Giorgio Armani in the late 1980s and early 1990s, is increasingly making a tailoring statement—a sensibility that could be clearly observed among visitors.”

Which AROS pieces defined your days at Pitti?

“The personal style of our team at Pitti is an extension of what AROS stands for: understated, precise, and functional. Key pieces included the AROS LUX made-to-measure jacket in a new silhouette, and tailored jeans with a clean bootcut line, which received the most attention.”

“The AROS COLLECTION navy peacoat, made from Loro Piana Rain System fabric, and a long, straight rain coat paired with suit trousers and jeans from our new collection, showed that formal and casual styles can be combined through personal expression.

These are pieces that work in movement, in conversation, and in real life—and that is exactly why we recommend them.”

This season, Florence offers not only an overview of trends, but a confirmation that menswear is once again searching for meaning, durability, and personal attitude. Through its presence at Pitti Uomo, AROS positions itself as a brand that does not react to noise, but instead builds its own rhythm—slow, thoughtful, and long-term.

Stories like this carry particular value, as they show that a local context can communicate on equal terms with the global stage.

When Bosnian brands occupy space at such addresses, it is not only about fashion, but about culture, continuity, and self-confidence. AROS in Florence does not bring spectacle, but clarity—and it is precisely here that its strength lies.

Words: Ada Ćeremida / Bonjour.ba
Photos: Pitti Uomo Media Gallery