Enterprise Japan: urban dynamism and upcycling event

Enterprise Japan, a brand of trainers Made in Marche with strong ties to Japanese culture, introduced the first day of the 107th edition of Pitti Uomo with the performance-event Upcycling, The performance of Authenticity.

At the Teatro Niccolini in Florence, the city’s oldest theatre, a true spectacle of the brand’s manufacturing culture was staged, including live performances and video installations. The team of artisans from the Marche headquarters of the Eli Group – a production pole of excellence in the sector, capable of guaranteeing a 100% Made in Italy supply chain, to which the brand is headed – lent itself to an evening in which Leonardo Conti’s direction and Luca Pedrini’s DJ set gave life to a performance in which the public also interacted with the 17th-century spaces of the theatre.

Inspired by the ancient Japanese rural technique of Boro Sashiko, where recycled fabrics were used to mend worn-out kimonos, Enterprise Japan presented a limited edition capsule that assembles remnants of Furoshiki fabrics – drawn pieces of cotton, traditionally used for carrying objects – with Olona canvas or denim finishes to “dress” the core model of the upcoming FW 25-26 collection: EJ JUPITER ROCKET.

The flavour of the autumn-winter 2025 collection by Enterprise Japan redefines the concept of contemporaneity, revolutionising the iconic shapes that have codified urban style and rekindled the most classic outfits, presenting the three flagship models: Egg, Run and Jupiter. The trainer, which has always been a symbol of energy and movement, here wants to slow down the pace, guided by the awareness that excellence comes not only from skill, but also from time and care.