Denim Base @ Bread & Butter 2011
Denim Base @ Bread & Butter 2011
 

17 Jan. 2012

BREAD & BUTTER WITH NEW SEGMENTS

The new decade of Bread & Butter Berlin starts this week and runs from tomorrow, January 18 until Friday, January 20. The annual opening party, this year under the name of “High Fidelity,” will kick off the event tonight. More than 600 urban- and streetwear brands, labels and designers will be in attendance following last year's success.

Bread & Butter founder Karl-Heinz Müller has tweaked the area concept for the upcoming season: the established halls such as Sport & Street, Street Fashion, Fashion Now, Style Society, Denim Base, Urban Superior Women, Urban Superior Men and L.O.C.K. – Labels of Common Kin – will be joined by spaces such as the Area Treasury where accessories and exclusive collector’s pieces can be found.

“The entire area above the denim hall where passengers used to wait for their planes at the gates is filled like a repertory. At the new Area Treasury, small and mighty accessories and lifestyle products, gadgets and high tech products can be found. On 1.500 sqm, retailers can discover interesting and useful additions to their brand portfolios,” said Müller. The new Department of Contemporary Keynotes (D.O.C.K.) will exhibit premium streetwear labels. “Streetwear records various brands that are more dressed up and mature such as Mutewatch, Strellson meets Bianchi, New Era Introducing, Strivers Now, T&F Slack Shoemakers and Waiting for the Sun. In this periphery, we have, together with our partner Art Department, developed a good outworking that will be one of the highlights of Sport & Street.”

The upcoming L.O.C.K. department will be expanded with the new Fire Department, located at the former firehouse of Tempelhof airport. It will host brands such as Brooklyn Motors, Danner, Dehen1920, G.R.P., Halcyon Belt, Inis Méain, Johnson Motors Inc., Kohzo, K-Way, Makr Carry Goods, Merz b. Schwanen, Noodles Noodles & Noodles Corp., Pace Jeans, Quoddy, Seil Marshall, Sportswear reg., Tellason or Viberg. „L.O.C.K. and Fire Department are themed equally. The demand for L.O.C.K. was immense, so we had to expand“, added Müller.

The show’s supporting program has scheduled various musical acts and artists from Argentina who will perform on three consecutive nights. The event’s in-house store will be run by Dutch denim label Denham the Jeanmaker, which will run a repair station and present its women’s line at the fair. The Bread & Butter summer event will take place from July 4-6.
Karin Leiberg

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