Traditionally, the new year for the world of men's fashion starts with one of the most important dates. The Pitti Uomo in Florence. When a pandemic isn't raging, the whole world of menswear travels to the Arno to strengthen existing partnerships and look for new interesting brands.

For buttertea it was the first time that we were able to take part in the autumn/winter exhibition, which is certainly the more important one for cashmere clothing.

Due to the short-term cancellation of other brands, we are taking the opportunity to switch to the "Futuro Maschile" exhibition area. The brand environment fits buttertea perfectly, which also ensured the right buyers for our product category.

Despite the ongoing restrictions, in Florence masks had to be worn even in outdoor areas, we were pleased to see a massive increase in the number of visitors. With a few exceptions, the important sales markets were represented again.

In the end it was three eventful days, with many new contacts, interesting conversations and the strengthening of existing partnerships.

In addition, it is of course always very interesting to observe the appearance of other brands, since the larger Italian brands in particular use the event in their home market to present themselves creatively.

Those who have then spent the whole day in the halls and buildings of the historic Fortezza da Basso can enjoy an evening stroll at the many sights and interesting historical institutions.

The senses are pampered with a visit to the Officina Profumo-Farmaceutica Santa Maria Novella.

The Officina Profumo-Farmaceutica di Santa Maria Novella can trace its roots back to the Florence of 1221. In that year, Dominican friars founded the convent of Santa Maria Novella, and began to cultivate - among other things - a garden. From that same garden, many centuries of experience in pharmacopoeia and natural preparations began to develop. And in later years that experience would expand to include the worlds of cosmetics, fragrances and wellness products.

Between 1332 and 1334 the merchant Dardano Acciaioli felt ill.
He was treated by the Dominican friars of Santa Maria Novella with extracts of bearberry. As a sign of gratitude, once he recovered, he decided to finance the construction of the Chapel of San Niccolò. The Chapel of San Niccolò is still the main hall of the museum-store at Via della Scala 16 in Florence.