Studio Tiss, the press office for Enterprise Japan, managed the communication and public relations for the event-performance Upcycling, The Performance of Authenticity, held at Teatro Niccolini in Florence during the 107th edition of Pitti Uomo. The event celebrated the exchange between Italian and Japanese craftsmanship.

On the evening of Tuesday, January 14, 2024, Teatro Niccolini—the oldest theater in the city—hosted a spectacular showcase of the brand’s artisanal culture through live performances and video installations. Artisans from the Eli Group headquarters in the Marche region participated in the event, where director Leonardo Conti and DJ Luca Pedrini brought an interactive performance to life, engaging the audience within the 17th-century theater’s historic spaces.

Inspired by the Japanese Boro Sashiko technique, which repurposes recycled fabrics to mend worn-out kimonos, Enterprise Japan presented a limited-edition capsule collection. The collection combined Furoshiki fabric remnants with Olona canvas or denim finishes to create the core model of the FW 25-26 collection: the EJ JUPITER ROCKET. Thanks to a special crafting technique, the canvas silhouette of the iconic rocket was cut out, revealing the diverse patterns of the recycled Furoshiki fabrics, while the rest of the upper remained canvas-covered.

The entire theater transformed into a stage, featuring two main installations: four live workstations where artisans from Eli Factory crafted the limited-edition sneakers in real time, and a large screen with a DJ set in the proscenium showcasing the creative process as it unfolded.

Alongside the performance, the side boxes of the theater housed buyers and stakeholders in a temporary showroom featuring Enterprise Japan’s Fall Winter collection.

Once again, the shoe became a bridge between Italy and Japan, telling a story that is as authentic as it is interactive.

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