London-based Brand Machine Group (BMG) is set to make waves at the upcoming edition of Pitti Uomo, Europe’s leading menswear trade show, as it introduces the iconic American heritage label, Penfield, for the first time. This marks a pivotal moment following BMG’s acquisition of Penfield in 2021, showcasing the company’s commitment as the «guardians of Penfield’s legacy.»
The spotlight of this debut shines on Penfield’s AW24 collection, unveiling the label’s evolution under BMG’s stewardship. BMG emphasizes its dedication to harmonizing Penfield’s rich history with a contemporary and relevant aesthetic. Visitors to the interactive stand can anticipate an immersive experience, exploring the collection, experiencing the high-quality fabrics, and immersing themselves in the innovation and craftsmanship synonymous with Penfield since 1975.
A standout feature of the showcase will be the latest additions to the Icons Collection – a thoughtfully curated selection of Penfield’s revered archive pieces, meticulously restored and rejuvenated for a new generation.
Founded in Hudson, Massachusetts, by outerwear specialist Harvey Gross, Penfield is renowned for its New England aesthetic. The AW24 collection pays homage to the spirit of New England, capturing its famed Ivy League style, breathtaking landscapes, and unique fauna.
BMG’s strategic expansion efforts in the past year, including key roles like Head of Men’s Buying and Chief Technology and Operating Officer, underscore its commitment to global prominence. The acquisition of the historic Peckham Rye label further solidifies BMG’s influential position.
In the previous season (AW23), BMG launched a dedicated website for Penfield’s innovative and functional outerwear, complemented by a network of independent stockists and global wholesale accounts, including Urban Outfitters.
The debut of Penfield at Pitti Uomo not only signifies a significant milestone for BMG but also reflects its ongoing efforts to redefine and elevate Penfield’s legacy on the global stage.
