Pitti Uomo 86 will be flashing its sartorial wonders next week (June 17-20) in Florence and among those showing are six new labels competing for this year’s prestigious Who Is On Next menswear prize. They’re under the radar, but red hot and made in Italy.

Jimi Roos: The Embroidered Man
“The beauty of errors,” inspires the Swedish Roos who has trained in the art of embroidery in Florence. Roos operates a bepoke atelier in the city for large scale graphics in wicked inside out embroidery on man’s most humble garment: the simple, cotton T-shirt.

Studiopretzel: Printed Matter
Emiliano Lazlo’s “handmade in Tuscany” Studiopretzel is an Italian sartorial dream with Japanese overtones. Think Roberto Benigni meets Takeshi Kitano at Fiorucci.

Maison Lvchino: Always Dressed
Luca Bellei studied archiecture, but he admits “designing houses didn’t do it for me.” And although he never studied tailoring Bellei began Maison Lvchino by producing blazers to wear everywhere at all times. This is for someone between Fred Astaire and Daft Punk.

T. Lipop: England Goes East
The “less is more” English brand from Tom Lipop and Eser Aydemir, T.L. aims to capture the essence of moden menswear in a subtle blend of East and West.

Mobi: Footwear for Fops
Marco Betti’s Mobi (the name comes from the first and last letters of his first and last names), works with a Florentine shoe factory to produce the most refined shoes with kick ass style

Alberto Premi Design: Jumping Jack Flash
Alberto Premi employs bepoke Italian construction with street style flash for his collection of jazzed up sneakers and dazzling casual shoes.