Beloved Danish menswear brand Sunflower brought its laidback attitude and effortless fits to Pitti Uomo, showing its spring/summer 2027 collection as the debut CPHFW Special Project. Founder Ulrik Pedersen details how he brought a slice of Copenhagen to a rooftop in Florence
Yesterday evening, Sunflower brought its particular flavour of laid-back Copenhagen cool to the well-tailored streets of Pitti Uomo. Well… not the streets exactly, but rather the rooftop of Maggio Musicale Fiorentino, overlooking all of Florence. It was here, to the tune of live piano by renowned Danish composer August Rosenbaum (a frequent Sunflower collaborator), joined by producer Jakob Littauer, that Sunflower presented its spring/summer 2027 collection as the debut CPHFW Special Project at the renowned menswear trade show. Ironically, the collection is dubbed ‘No Soundtrack’.
“Pitti is maybe not the Sunflower vibe,” says Sunflower founder Ulrik Pedersen. “It’s men in white pants and a bit too preppy.” It wasn’t until he and his team looked into the other brands showing this season (most notably, Simone Rocha) and considered the breadth of international press sure to be in attendance that Pedersen ultimately decided that, for this season at least, Pitti must be the place. “We thought it could be a contrast to what a lot of people think Pitti is,” he says. “But it’s really important we bring the real Copenhagen vibe to Florence. Or maybe not the Copenhagen vibe, but the Sunflower Copenhagen vibe.”
Danish composer August Rosenbaum and producer Jakob Littauer performing live.