SHIRT AVENUE CELEBRATES 50 EDITIONS OF EXCELLENCE
A homage to tradition and innovation in high-end shirting fabrics
Shirt Avenue celebrates its 50th edition as the benchmark for high-end shirting fabrics. This is an important moment to recall its history and look to its dynamic future combining textile innovation and manufacturing tradition.
Shirt Avenue
Shirt Avenue made its debut in 1999 at Villa Erba, Cernobbio with 31 pioneering companies and great enthusiasm. The first edition was very successful as it attracted - from its onset - international and national qualified buyers looking for the best high-quality shirting fabrics.
In 2005, under the far-sighted leadership of then-President Silvio Albini, Shirt Avenue joined forces with Moda In and Ideabiella, creating Milano Unica. This combination increased the visibility of the individual trade shows and amplified the importance of Made-in-Italy textiles worldwide.
In view of the July 2024 edition, Shirt Avenue confirms its tradition of excellence with 24 renowned exhibitors and 8 international companies.
The essence of Shirt Avenue today
The fabrics presented at Shirt Avenue are the flagship of craftsmanship: from worsted and mercerized cottons to twisted and yarn-dyed fabrics.
Over the decades, manufacturing evolved to meet the demands of an increasingly demanding market looking for innovation beyond classic bleached and plain fabrics:
finishing performance, such as stretch fabrics to increase comfort and movement;
easy maintenance, such as non-iron and stain-resistant treatments;
improved hand, with the integration of innovative fibers such as Lyocell;
improved look, with graphics and iridescent finishes; and
sustainability features, through the selection of raw materials derived from organic agriculture or regenerated materials.
Moreover, in addition to men’s shirting fabrics, Shirt Avenue exhibitors have expanded their offering to include products for womenswear, kidswear and casualwear.
Shirt Avenue presents also a collection of denim. Denim is the fabric par excellence of casual shirting with its lightweight and heavy variants to suit every style and preference.
Similarly, printed fabrics have increased in importance featuring both delicate and bold designs.
The future
In celebrating its 50th edition, Shirt Avenue is confirmed to be an example of excellence and innovation in the textile industry and an important driving engine for the entire trade show.
