Turkish menswear brand Damat Tween has strengthened its international fashion presence with the unveiling of The First Code – From Göbeklitepe to Florence during this year’s Pitti Uomo in Florence, Italy. Presented at La Rinascente Florence, the showcase marked a high-visibility moment for the brand as it blended ancient cultural inspiration with modern tailoring in one of the world’s most influential menswear settings.
Held during Pitti Uomo, the globally recognised menswear trade fair, the presentation reflected Damat Tween’s broader ambition to position itself not just as a fashion label, but as a brand rooted in culture, craftsmanship and global storytelling. The installation took over the windows of La Rinascente Florence overlooking Piazza del Duomo, turning one of the city’s most prominent retail spaces into a visual expression of history, design and contemporary style.
Damat Tween, part of Orka Holding, has grown from its roots in Istanbul into an international menswear player with a presence in more than 85 countries. Over the years, the brand has built its reputation on a combination of sharp tailoring, elevated design and vertically integrated production capabilities. At Pitti Uomo 2026, it used that foundation to tell a larger story one that connected Türkiye’s ancient heritage with Florence’s enduring identity as a global capital of art, fashion and craftsmanship.
At the heart of the installation is Göbeklitepe, the prehistoric archaeological site in southeastern Türkiye often described as one of the earliest known cultural landmarks in human history. By drawing a line between Göbeklitepe and Florence, Damat Tween created a concept that explores the continuity of creativity across centuries and civilizations. The result is not simply a fashion display, but a narrative about origin, memory, making and reinvention.
The installation will remain on view through the end of June and serves as a visual extension of Damat Tween’s Spring/Summer 2026 collection. According to the brand, the collection reflects themes of early weaving traditions, craftsmanship and cultural continuity, interpreted through natural fabrics, relaxed tailoring and contemporary silhouettes. In this sense, The First Code acts as both a retail presentation and a conceptual framework for the season’s design language.
Süleyman Orakçıoğlu, Chairman of Orka Holding, described the La Rinascente collaboration as a significant milestone for the company’s international journey. He noted that Damat Tween has participated in Pitti Uomo for many years, using the platform to introduce its collections to the global fashion industry. This year’s installation, however, represents a deeper level of engagement with the Italian market and a stronger expression of the brand’s creative identity.
According to Orakçıoğlu, being recognised in a fashion market as refined and competitive as Italy is a meaningful validation of the brand’s product quality, design direction and long-term international growth. His remarks underscored Damat Tween’s intention to compete not only through commercial expansion, but through creative relevance in key luxury and menswear markets.
Halidun Orakçıoğlu, Co-Chairman of Orka Holding, said the project is about far more than presenting clothes. He described The First Code as a story shaped by heritage, craftsmanship and imagination one that demonstrates how a fashion brand can honour its roots while evolving confidently on the world stage. That balance between origin and reinvention appears central to Damat Tween’s current positioning.
The Florence presentation also builds on the company’s recent expansion in Italy. In 2024, Orka Holding opened Villa Damat in Bologna, further cementing the brand’s relationship with the Italian market and strengthening its visibility in a country long associated with luxury fashion and tailoring excellence. Seen in that context, the La Rinascente installation is not an isolated campaign, but part of a wider strategy to deepen Damat Tween’s footprint in Europe through cultural relevance and high-profile brand experiences.
Founded in 1986 under Orka Holding, Damat Tween today operates across an extensive global retail and distribution network. Damat is known for its classic approach to luxury menswear, while Tween offers a more fashion-forward and contemporary interpretation of modern style. Together, the labels represent a blend of timeless tailoring and evolving design.
With The First Code – From Göbeklitepe to Florence, Damat Tween has delivered more than a fashion installation. It has staged a cultural statement one that ties together archaeology, craftsmanship, storytelling and international ambition while reinforcing its place in the global menswear conversation.
