On Tuesday afternoon, the opening day of the men’s trade show Pitti Uomo, around 180 menswear enthusiasts, influencers, and industry insiders strolled through the streets of Florence in their finest attire. From the Pitti Uomo venue at Fortezza da Basso down to Santa Novella Square, onlookers watched with mild bewilderment as crowds of sharply dressed people passed by in wool suits, heritage checks and tweeds, brogues or moccasins, and an array of hats, brooches, and patterned silk scarves.
They were taking part in the Suit Walk, or Sebiro Sanpo, organized by a Japanese non-profit of the same name that encourages menswear fans in cities across Japan to walk in their favorite suits. After holding similar events in Tokyo, Osaka, and Seoul, Sebiro Sanpo brought the concept to Florence in partnership with Italian fabric mill Vitale Barberis Canonico (VBC), which supplies materials to menswear brands like Zegna, Drake’s, Suit Supply, and J.Crew. For both groups, the goal was to promote tailored clothing among Gen Z and young millennial consumers.
Sebiro Sanpo was founded in 2023 by six Japanese menswear insiders: Tomohiro Inaba (men’s director at department store Isetan), Yusuke Fukushima, Toshihiro Yasutake, Takahiro Miyamoto, Yusuke Tajima, and Tomoyoshi Takada. The organization seeks to unite lovers of men’s fashion and tailoring, encouraging more refined dressing—especially among those accustomed to athleisure.
“Our goal is to convey that a suit is neither a costume for special events nor just a work uniform. We want people to enjoy it as everyday wear,” says co-founder Yasutake, who handles PR for Sebiro Sanpo and previously worked in PR for Japanese label Beams. “Instead of formal settings, we intentionally choose casual, atmospheric locations. By sharing photos on social media, we share our passion with those who couldn’t join.”
VBC sponsored the event to raise awareness of its textiles among the public and the menswear brands attending Pitti Uomo. The six Sebiro Sanpo founders wore suits made from VBC fabrics by local tailors.
“We want to make younger people aware of classic elegance and bring them closer to our world,” says Francesco Barberis Canonico, creative director of the mill, which has been in his family for over 300 years. “Many of the walkers are influencers with strong Instagram followings, so we hope to get good social coverage and spread the word. We like to try new things and be adventurous. These days, you can’t just buy a newspaper page and expect it to work.”
The Pitti parade included local influencers and fashion professionals, regular Sebiro Sanpo participants from around the world, and international visitors to the menswear fair. London-based fashion creator Britt Bones, known for her outfit-of-the-day content, is a videographer and former archaeologist with over 100,000 Instagram followers. She joined the Suit Walk after an invitation from a friend she met in Osaka. “I’m sure the Italians find it a bit annoying, but I love it,” Bones said during the walk, wearing a gray suit and tie, a thick oatmeal wool coat, and a beige felt fedora.
Amidé Stevens, Dutch founder of accessories brand Amidé Hadelin and a menswear influencer, joined after being invited by friends. “I own a menswear brand and make everything from knitwear to jackets, trousers, and full suits. That’s why I’m here,” he says. “My suit is entirely my own brand.”
Other participants traveled from as far as Bangkok, Taiwan, and Tokyo, Yasutake notes. Louis Chen, a technology executive and part-time DJ, flew in from Taiwan for the Suit Walk. With 21,000 Instagram followers, he wore a gray three-piece suit with a navy checked overcoat, accessorized with a houndstooth scarf, a floral scarf, and a blue-and-red striped bow tie. Tuesday marked his third Suit Walk, having previouslyHe has attended two of the events in Japan. “I’ve flown from Taiwan three times for Sebiro Sanpo. I know the organizers very well and I’m now quite connected to Japan’s menswear industry,” he says. “I’m so happy Sebiro Sanpo is now at Pitti. I can’t believe how many people are involved—I think there are more here today than at their events in Japan. It’s wonderful… I’m really touched.”
VBC is currently focused on growing its business in Japan, which is how Barberis Canonico and his team learned about Sebiro Sanpo. The mill’s Japanese ambassador, Yoshimi Hasegawa, introduced the two. In addition to the Pitti Uomo Suit Walk, VBC also sponsored Sebiro Sanpo’s 6th Suit Walk in Osaka last year to raise awareness of its fabrics in Japan.
While the main goal of the Suit Walk is public attention—promoting tailoring to a wider audience—Vitale Barberis Canonico also aims to catch the eye of the 750 brands exhibiting at Pitti Uomo as potential clients. The manufacturer has been active at Pitti before, hosting a rock ‘n’ roll event at the tailor shop Liverano. This time, they held a cocktail party at the same venue after the walk.
“We’re primarily a business-to-business company; we don’t own stores or sell suits. We’re an ingredient brand,” says Barberis Canonico. “We want people to know about our fabrics and our history. Whether it’s for a first job interview, a wedding, or buying a first suit, we’re here for the next generation. Today, they can find our fabrics online, and we hope they choose us. We’re hoping they’ll grow tired of tracksuits and sneakers.”
This isn’t Sebiro Sanpo’s first collaboration with a brand. The non-profit received outreach support and a venue from Mitsubishi Estate for its fifth event in Marunouchi, Japan. It also worked with Barbour on a Tokyo event last year, where the brand provided wax jackets for the six founders to wear over their suits.
Although sponsorship helps expand the concept to new cities, Sebiro Sanpo strives to remain brand-neutral whenever possible. That’s why partnering with a mill rather than a brand felt right for Pitti—it kept participants’ suits “brand-neutral” and “ensured that lovers of any suit brand could join equally.” The next Sebiro Sanpo event is planned for Japan, Yasutake says. “While future walks are still undecided, we’ve seen growing global interest, with participants traveling from Taiwan, Thailand, and Korea to our recent events in Japan,” he adds.
As for the Florence event, content has already been flooding social media feeds, from public onlookers to influencers. “Unlike static mannequins or catalogs, seeing people actually wearing suits and walking through the streets shows the texture of the fabric and the beauty of tailoring in a living, dynamic way,” Yasutake continues. “Walking through public spaces lets people see this style of dressing firsthand, helping to redefine it as something approachable and relevant.”
Frequently Asked Questions
Of course Here is a list of FAQs about the Suit Walk in Florence designed to answer questions from basic to more detailed
Basic Questions
What was the Florence Suit Walk
It was a stylish public event where approximately 180 men and women paraded through the historic center of Florence wearing tailored suits and elegant attire It was a celebration of classic menswear and sartorial culture
When and where did it happen
It took place on April 13 2024 starting at Piazza della Repubblica and winding through iconic streets like Via de Tornabuoni ending at Piazza Santa Croce
Was it a protest or a fashion show
Neither It was a walk or a gatheringa mobile celebration of style craftsmanship and community Think of it as a moving exhibit of living fashion not a staged runway show
Who organized it
The event was organized by The Sartorial Journal a prominent online magazine and community dedicated to classic menswear
Do you have to be invited or can anyone join
While its organized by a specific community it is generally open to enthusiasts who appreciate the style Participants often hear about it through menswear forums social media or tailoring houses
Deeper Questions Reasons
What was the main reason or point of the event
The core reason was to celebrate and promote the culture of tailoring craftsmanship and timeless elegance Its about taking pride in dressing well and sharing that passion with a likeminded community in a beautiful setting
Why choose Florence for this
Florence is a global epicenter of luxury craftsmanship highend tailoring and Renaissance art The citys architecture provides a perfect timeless backdrop for classic clothing and its home to the influential menswear trade show Pitti Uomo
Is it connected to Pitti Uomo
Yes directly The Suit Walk is scheduled during the Pitti Immagine Uomo fashion fair drawing an international crowd of buyers journalists and style enthusiasts to the city It capitalizes on that energy
Is it just for showing off expensive clothes
While highend tailoring is on display the spirit is more about