The fashion industry is undergoing a significant creative transformation, and 2025 is a year that will be remembered for this seismic shift. Many premium and contemporary luxury brands have changed hands, and their new owners are now tasked with the challenge of revitalizing these iconic labels. This week, at the prestigious Pitti Uomo trade show, we get a glimpse into the future of Sundek, Dickies, and Philippe Model Paris under their new leadership.
The Surf-to-City Evolution of Sundek
When BasicNet acquired Sundek, a beachwear brand with a rich history, it signaled a strategic move to breathe new life into a heritage brand. Founded in San Francisco in 1958, Sundek embodies the spirit of Californian surf culture, freedom, and community. However, after a period of waning popularity, BasicNet aims to reposition Sundek as a lifestyle brand that transcends the beach.
Lorenzo Boglione, co-CEO of BasicNet, believes that Sundek has the potential to become a destination for those seeking a specific lifestyle. "We see Sundek as a brand first, not just a swimwear brand. It represents a California lifestyle, from the beach to the city, with an authentic, outdoors-driven mindset."
The new collection, unveiled at Pitti Uomo, showcases a rebooted Goldenwave line, drawing inspiration from vintage swimwear and the maritime photography of LeRoy Grannis. The Original range, featuring iconic boardshorts, expands with new colorways and a collaboration with Japanese illustrator Kentaro Yoshida.
Boglione acknowledges the brand's past challenges but is confident in its future. "The focus is on California, not just surfing culture. We aim to create a distinct look and style that appeals to customers seeking this lifestyle."
Dickies: From Workwear to Iconic Streetwear
Dickies, originally a manufacturer of denim overalls for farm workers, has evolved into a global streetwear icon. Its durable products and association with skateboarding culture have contributed to its success in over 100 countries.
Now owned by Bluestar Alliance, Dickies is undergoing a strategic repositioning. The brand's recent presentation in Milan, "From Industry to Icon," aimed to showcase its evolution into a culture-driven brand while retaining its workwear DNA.
At Pitti Uomo, Dickies will present its signature products and the spring 2027 collection, aiming to reconnect with key accounts and engage new partners. The brand's objective is to demonstrate a sharper, more commercially viable product offering.
Philippe Model Paris: A Storytelling Approach to Luxury
Under the ownership of Swinger International, Philippe Model Paris is taking a strategic approach to its presence at Pitti Uomo. The brand aims to consolidate its position in the premium casual luxury segment and accelerate its international expansion.
Mathias Facchini, president of the Italian fashion group, believes that Pitti Uomo is not just a trade fair but a trend laboratory. "In today's luxury landscape, storytelling is key. We want to transform Philippe Model Paris into a true lifestyle brand by introducing apparel and creating a meaningful universe that consumers can identify with."
The brand's booth at the fair will showcase this concept through artistic storytelling, inspired by the brand's founder, Philippe Model. Swinger International's plan also includes streamlining the brand's manufacturing capabilities and supply chain management.
A New Era for Fashion Icons
As these iconic brands unveil their new directions, it's evident that the fashion industry is undergoing a creative reset. The focus on lifestyle, storytelling, and strategic repositioning showcases the industry's evolution. These brands, under fresh ownership, are poised to write a new chapter in their respective legacies.
