It already had co-signs from stars like Drake, Rihanna, Lewis Hamilton and Central Cee. Now, PDF — the label founded by designer Domenico Formichetti — is making its official runway debut at Milan Fashion Week Men’s. It’s part of a play to boost awareness of the brand outside of its close-knit community of young Italian fans (many of whom will be queuing up on Friday night outside of the show).

With its bold, painted denim, streetwear and cartoonish oversized sneakers, PDF is a far cry from the usual fashion we see in Milan, bringing fresh energy to a quieter schedule this season. In a city known for tailoring and luxe fabrics, PDF is a reimagining of what ‘Made in Italy’ menswear could look like: fun, gender fluid and rooted in youth culture.

Originally from Chieti, a small town in central Italy’s Abruzzo region, 32-year-old Formichetti moved to Milan 12 years ago. He launched PDF in 2023 and has already secured 60 stockists, including Ssense, H Lorenzo (Los Angeles), Labels (Amsterdam), The Webster (New York), Nubian (Tokyo), Mannahatta (New York) and Antonioli (Milan). Wholesale currently represents half of sales. And over the last 12 months, PDF has doubled its revenue; it now sits in the low-seven-figure range, Formichetti says.