At Pitti Uomo, the “Knees Up Running Space” offers a showcase for emerging sports labels

Among the new features at Pitti Uomo 107 dedicated to the fall-winter 2025-26 collections, you should not miss the “Knees Up Running Space”, an innovative sales concept which relies on a community to highlight young sports brands, particularly focused on running. Always on the lookout for the latest trends, and determined to ride the growing craze for running, the men’s fashion show has teamed up with London boutique-cafe Knees Up to create this space, which it has been inserted into its “I Go Out” section dedicated to the outdoors.

With a small group of seasoned runners, Knees Up’s operations and purchasing manager, Ethan Buttress, woke up early on Wednesday to enjoy a short run on the Florentine hills, before heading to the Da Basso Fortress, which hosts the event. It is with croissants that he welcomes visitors with a smile. The space, light and warm with its coffee tables and displays in chipboard panels, recreates the atmosphere of the Knees Up concept store, which opened its doors last April in London.

Designed as a multifunctional hybrid space, where you can have a drink and discover the latest news in running through a selection of cutting-edge brands, but also via a wide range of magazines and publications, Knees Up was founded by photographer Oliver Hooson and marketing manager Matt Horrocks. The place took shape a bit like the logical continuation of the “Your Friendly Runners” project, a community of runners created in January 2019 by the duo on Instagram to invite enthusiasts to come together to run together.

“This is the first time that we have created a pop-up outside of London. This gives us the opportunity to make our project known, introduce the brands that we distribute and expand our network,” explains Ethan Buttress. . “Our concept is not just a traditional store. We also organize events there, for example when there are races in London or with major sports brands. The space is sometimes used for photoshoots,” slips- he.

“The idea is to highlight small, emerging labels that are little known to the general public,” he continues, taking us around the stand. The store, which sells six brands, has selected seven for the occasion, which come from all over the world. South African Alex Zono plays the playful card with slogan socks and caps and some creative clothing and t-shirts. The Swedish Unna also emphasizes a joyful style with unexpected sailor tops. Another Swede, Kuta Distance Lab offers an eco-responsible sports locker room.

Also among the selection are the Spanish outdoor sports equipment brand Nnormal, created in partnership with Camper by the Catalan Kilian Jornet, star in ski mountaineering and trail running, the American brand Raide, from Colorado, which developed accessories and belts equipped for running, or the very cool and efficient London label Soar Running with its colorful jerseys in ultralight technical fabric.