The Australians taking on Italian ‘sprezzatura’ at menswear’s top fashion event

“I have waited until now because I felt that if I was going out into the world I couldn’t take my tailoring to the UK and Europe where they wrote the book. How would I stand out?”

Farage’s slim suiting stayed behind in Sydney. Buyers at Pitti Uomo will see his new outerwear label Two.One, created alongside former Tom Ford and MacPac designer Quentin Hart. Bomber jackets and hoodies in technical fabric developed with The Woolmark Company, utilising merino wool, combine the contemporary chic of Moncler with the functionality of Stone Island (both Italian labels).

“We’re doing something that’s a bit tailored in the outdoor space and it feels right for me to take that to the world.”

“It’s for a very cold weather climate, so success in the US and Europe is key to our survival. For that to happen we have to be here.”

Farage has set up his stall in the outerwear section of the fashion fair, which is also where Schupann will be offering a more familiar slice of Australian style with his label Kerrin. The former head of menswear at Country Road and graduate of the prestigious Central Saint Martins fashion school in London, specialises in T-shirts, sweaters and shorts he describes as “surf luxe”.

“I think we can stand out as an Australian brand in that environment,” Schupann says. “Australia has an opportunity to carve out an identity at Pitti.”

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“I reference Australian beach culture with heritage pieces in a minimalist way. I think we have a different way of dressing and approaching casual wear in Australia, so we can definitely play with that in Europe.”

Schupann also uses merino wool in some designs, alongside corduroys and brushed cotton flannels. It impressed visitors to Pitti Uomo in June, when Kerrin made its debut at the event.

“For us that first time was about building relationships and seeing if there was a place for us internationally,” Schupann says. “But in Italy things take time. People told us that it’s important to come back and demonstrate that you’re not a one-off. You have to be in it for the long haul and we are.”

With trips to Italy now locked in on the Kerrin calendar, Pitti Uomo takes precedence over the Melbourne Fashion Festival and Australian Fashion Week.

“Those events are fantastic but they take a lot of time and money. Committing to Pitti gives structure to our business and the timing works for our collections.”

Success at Pitti Uomo for Farage and Schupann looks as different as a Two.One printed technical hooded jacket and a Kerrin pair of olive board shorts.

“To land a deal with one of the big European department stores would be everything,” says Farage. “The interest so far has been great.”

“We would love to land a big international agency but for us it’s enough to have the confidence to know that we can stand tall alongside the international brands.”

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