03 Sep. 2010
BLUE ZONE’S NEW COURSEBlue Zone has just started a relaunch with new energies and initiatives. Running for two days (Aug. 31 and Sept. 1) instead of three, with longer opening hours and a revised image, the denim-specialized show has just closed its doors one day before Munich Fabric Start. The event focusing on denim trends for f/w 2011/2012 met its visitors’ and exhibitors’ expectations. The show’s long-term aim is actually a total relaunch by approaching a wider audience that is more sportswear-focused and not simply denim-oriented, and generally more international.
The fresher and more concentrated event was accepted positively, despite the first day of the show was slower than the second one and still mostly visited by German insiders. The working atmosphere was positive and optimistic. The new decors and the environment, previously used by The Source, offered a more inspirational ambience, also due to redesigned trend areas and Jeanologia’s Truth & Light exhibition presenting special effects obtained through eco-minded treatments and laser ageing effects.
Despite the market is still generally suffering from a slowed-down consumption and increased prices for cotton, product and trend novelties were not missing at the show. For example Italian sewing thread manufacturer Mic has developed a product that can be used for bi-stretch denim garments. It is 100% polyester, can stretch up to the double of normal stretch sewing threads, is characterised by high tenacity and sustains long washing and chemical treatments. In addition, Denim Valley by Royo offered special eco-friendly products made with organic cotton, recycled polyester, recycled cotton and tencel, all of which certified according to the “Made in Green” by Aitex certification.
The two-day working marathon closed the Blue Zone with lots of fun and enjoyment. The traditional party Music Fabric Night was an Oktoberfest-themed fete that attracted about 2,000 people. As part of the event, people were wearing a special denim version of the traditional Bavarian “Lederhosen” reinvented by Hybridenim by Denim Valley by Royo also sold in limited edition within the fair for €100 with proceeds donated to the Fair for Kids charity initiatitive.
Maria Cristina Pavarini
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