By  on January 7, 2020

Swiss sportswear brand Jet Set is showing at Pitti Uomo in Florence for the first time, bringing with it a new creative direction and its first footwear range. But the luxury label is hardly a newcomer.

Jet Set has been around since 1969 and, as the name might suggest, was worn by glamorous, international travelers on the slopes of St. Moritz and beaches of St. Tropez. In 2009, Jet Set was bought by the Gaydoul Group, a Switzerland-based investment firm that also manages premium shoemaker Navyboot. And in 2018, German designer Michael Michalsky, who held the position of global creative director at sportswear giant Adidas until 2006, took Jet Set’s creative reins; last year, the label also brought in a new chief executive officer, Marco Di Rado, previously at Hugo Boss, Ben Sherman and Acne Studios. Since then, the Swiss brand has been on something of an international tour, having first shown its new look in Paris in January 2019.

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