An event that allows visitors to experience Pitti Immagine UOMO (hereafter referred to as Pitti), the largest men's trade fair held in Florence, Italy, has started at the Isetan Shinjuku Men's Building. It will run until January 14, 2014. This is the second time the event has been held, following the one in June.

As you enter the main entrance of the Men's Building, you will see a Harley-Davidson motorcycle customized with a flame pattern, and the interior is decorated in Pitti orange throughout, expressing the motorcycle-themed atmosphere of the 84th Pitti. Each floor showcases new releases from Pitti-related brands, with numerous promotions including an advance order event for Henry Cotton's, which recreates the Pitti booth with real grass and plants, and sneakers with striking graphic prints by Onitsuka Tiger x Andrea Pompilio, featuring Italian designer Andrea Pompilio. Also, kolor, which showed as the main guest designer at Pitti Spring/Summer 2014, is promoting itself at the International Creators section on the second floor of the building, showcasing monochrome aloha-motif jackets, shirts, shorts, and T-shirts exclusive to Isetan Mitsukoshi. During the event, the Men's Building will display 10 mannequins dressed in Spring 2014 styles coordinated by the editor-in-chief and stylists of MEN'S EX magazine. Customers will be able to participate in a popularity poll, and a talk event will be held on January 13th in collaboration with the editorial team of LEON. Model Panzetta Girolamo and former Japanese national soccer team player Takeda Nobuhiro are scheduled to appear as guests. Snaps of visitors will be taken in-store over a five-day period. These images will be posted on the building's website and Facebook page. The head of the men's sports sales department at Isetan Mitsukoshi Shinjuku said, "Pitti is widely known for its snapshots of visitors from around the world, but it's also a place where buyers can actually visit each brand's booth and handle actual products while negotiating deals. We want visitors to experience the glamorous and uplifting world of Pitti." Starting January 4th, 2014, the museum will be teaming up with the social shopping app "Origami" to run a limited-time campaign in which anyone who spends over 5,250 yen at the museum and shows the app's home screen at a special booth will receive a free Cruciani lace bracelet.