BECYCLE updates program to join Pitti Uomo 108

News

Edition 2025

23.01.2025

Pitti Immagine's cycling event moves to June 17-20, 2025, at Florence's Fortezza da Basso, joining world's premier men's fashion and lifestyle trade show

BECYCLE, Pitti Immagine's event celebrating bicycles as both premium industrial and artisanal products and as modern cultural phenomena, symbols of environmental awareness, natural tourism and new urban mobility, announces significant changes following its June 2024 launch during the Tour de France Grand Départ in Florence.

The second edition will take place on June 17-20, 2025, at the Fortezza da Basso in Florence, on the occasion of Pitti Uomo 108, relocating from its previously announced March dates at Stazione Leopolda. Within the world's leading men's fashion and lifestyle exhibition, BECYCLE will present a selection of bicycle manufacturers distinguished by production quality, technological innovation, and design excellence.

The decision to integrate BECYCLE within Pitti Uomo reflects both the cycling manufacturing sector's delicate moment - still recovering from recent difficulties - and the conviction that synergies between fashion, outdoor, and lifestyle can significantly boost the bicycle ecosystem's positioning, communication, and international networking.

Ongoing dialogue with cycling companies, revealed that while the March fixture made calendar sense, many manufacturers face continued market slowdowns amid macroeconomic uncertainties. Offering Pitti's most prestigious platform supports this recovery phase: at Fortezza da Basso, companies can engage with new operators, media, and partners, potentially opening significant opportunities on the short and long term. We're developing the format as an event-within-event, also evaluating ways to involve the end users to some extent.

— Agostino Poletto, Pitti Immagine General Manager

While this BECYCLE diverges from its original concept, it maintains consistency with our trajectory from 2024. While we recognize that Pitti Uomo could be a less ideal context to showcase cycling destinations, a significant part of our BECYCLE format, we are planning a dedicated symposium examining industry status, featuring key voices and highlighting sector trends, while looking forward to reuniting the two souls of our events, brands and destinations, in 2026.

— Agostino Poletto, Pitti Immagine General Manager