Meltin' Pot returns to Pitti Uomo

After an eight year absence, Italian brand Meltin' Pot is back at Pitt Uomo. The return marks the beginning of a 10 year strategy to increase the brand's worldwide market share. With over 2,000 retail outlets around the globe and 100 of those being in the United States, it will be interesting to see if Meltin' Pot's strategy works and positions them as one of the world's leading names in denim. They're on their way there; the US alone accounts for almost $3million in sales for 2007, only a small fraction of last year's over $88 million in revenue for the 40 year-old brand.

To kick off the brand's market plan, the company has updated their classic 5-pocket jean with a more contemporary "M" stitched on the back pockets. However, much like Italian powerhouse, Diesel, Meltin' Pot is expanding their collection beyond just jeans. 30% of the brand's line is now comprised of fashion pieces such as tops and jackets. Of course, Augusto Romano, the company's director, reminds us that despite the addition of fashion pieces, denim will never disappear:

"This is a cyclical business, but it's constantly growing and is part of our culture," Romano said. "There are no alternatives to this fabric in the mind of the consumer."

Fore more: WWD