Brand Machine to show Penfield at Pitti Uomo for first time

London-based Brand Machine Group (BMG) said this week that it will debut American heritage label Penfield at the next edition of Pitti Uomo, which is the top menswear trade show in Europe.

It’s a “significant milestone” since the company acquired the brand in 2021 and Brand Machine said that as “guardians of Penfield’s legacy”, it will be unveiling the AW24 collection that will show the label’s “evolution” under its stewardship.

It’s “uniting Penfield’s storied past with a modern, relevant aesthetic,” and said its “interactive” stand at the show “promises an immersive experience, inviting visitors to explore the collection, feel the high-quality fabrics, and witness the essence of innovation and craftsmanship synonymous with Penfield since 1975”.

Items on show will include the latest additions to the Icons Collection — a “curated” selection of Penfield’s “most revered archive pieces, authentically restored and refreshed for a new generation”.

Penfield was founded in Hudson Massachusetts by American outerwear specialist Harvey Gross and is known for its New England aesthetic.

The AW24 collection “celebrates the spirit of New England with its famous Ivy League style, stunning landscapes, and unique fauna,” we’re told. 

BMG has been extra busy in the past year, creating a key new menswear role by adding a men’s buying head to the business, plus the new role of Chief Technology and Operating Officer. Those positions came as part of the retail group’s push towards global expansion.

And it also acquired the Peckham Rye label, named after the London neighbourhood in which its was founded over 200 years ago.

With Penfield specifically, in AW23 BMG introduced a dedicated website for its innovative and functional outerwear, complemented by a collection of independent stockists and global wholesale accounts, one of which was Urban Outfitters.