In Pictures: Ben Sherman’s new SS25 collections – now showing at Pitti Uomo

Ben Sherman has this week launched its SS25 ‘Signature’ and ‘B by Ben Sherman’ collections at the Pitti Uomo trade show in Florence, which have seen a “very positive” reaction from attending buyers.

The new ‘Signature’ collection, under the title of ‘Brighton to Amalfi’, includes open weave knitwear, French terry polos, lightweight Harringtons, waffle knit and mod stripe towelling polos, seersucker shirts and bold geo prints inspired by Italian tiles.

Mark Williams, Creative Director of Ben Sherman, said: "The Signature collection's Brighton to Amalfi inspiration blends 60s Riviera style with retro jazz influences. It offers a contemporary selection for our fashion forward customers.

"The range mixes iconic silhouettes with interesting prints, premium fabrications, and a great colour palette."

Targeting a slightly younger customer, the new ‘B by Ben Sherman’ collection, under the title of ‘By the Coast’, is "inspired by the vibrant ambience of Brighton yacht clubs", with boating prints, candy resort stripes and French terry sets.

Retro shorts come in candy coloured chino fabrics, knit polos have crocheted details and oversized Tees come in vibrant colour combinations with yacht club graphics.

Williams commented: "B by Ben Sherman is a seasonal capsule collection aimed at customers with a street style aesthetic. It draws from coastal elements for a sporty, more casual look, incorporating maritime signal flags as a key theme."

Commenting on how the collections have been received at Pitti so far, Williams added: "We've seen a very positive reaction from buyers walking our SS25 collection at Pitti Uomo.

"There has been a lot of interest in the knitted polos, the printed relaxed fit camp collar shirts with unique fabrications, and also the Ben Sherman Golf collection."