But the luxury label is hardly a newcomer.
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.
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.
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