Aquascutum Active at Pitti Immagine Uomo 110
Pitti Uomo 110 marked an important milestone in the ongoing evolution of Aquascutum Active.
Presented in Florence alongside the latest Spring/Summer collection, the event provided an opportunity to celebrate the brand's heritage while unveiling a series of developments that define its next chapter of growth.
Among the key highlights was the 50th anniversary of Club Check, the iconic pattern introduced by Aquascutum in 1976. Reinterpreted across a selection of garments and accessories, Club Check remains one of the most recognizable symbols of the brand's British identity and continues to inspire contemporary product development.
Pitti Uomo also served as the platform for several strategic announcements. Aquascutum Active officially introduced its first Womenswear collection, extending its design language into a new category while maintaining the same commitment to functionality, versatility and contemporary style.
Another significant step was the appointment of Alessandro Pungetti as the brand's first Creative Director. Following years of collaboration, his new role will contribute to strengthening the creative vision of Aquascutum Active, with a focus on innovation, material research and product identity.
Developed by Icons Srl under official licence, Aquascutum Active continues to evolve through a balance of British heritage, technical innovation and contemporary design. Over recent seasons, the project has expanded across product development, international distribution and brand positioning, establishing a distinct identity within the contemporary outerwear landscape.
Looking ahead, the brand also announced the opening of its first flagship store in Rome, scheduled for September. The new space will represent an important milestone in the retail development of Aquascutum Active and a new point of connection with its growing community.
The collection presented at Pitti Uomo reinforced the brand's vision of modern outerwear: functional, adaptable and designed for everyday movement between urban environments and outdoor settings. Technical fabrics, refined construction and a pragmatic approach to design continue to define the evolution of the project.
More than a seasonal showcase, Pitti Uomo 110 represented a moment of consolidation and ambition, celebrating fifty years of Club Check while outlining the future direction of Aquascutum Active.