good mood at Capsule Berlin
good mood at Capsule Berlin
 

05 Jul. 2013

Show Report Capsule: The Product Counts

Capsule has completed another successful two trade show days in Berlin’s Postbahnhof, leaving both exhibitors and visitors well-occupied and happy. Having grown to two floors, the fair hosted its established Collect Showroom, showcasing up-and-coming designers’ collections and the newly introduced Donut Shop, a cash and carry concept curating a selection of products and crafts by local labels and retailers, on the ground floor and the main show on the first floor.



Once again, Capsule put the product in the focus with no excessive efforts on staging and the same industrial clothes rails for everybody – a fact that is frequently praised by numerous buyers and shop owners. Rasmus Bak, Libertine-Libertine: “This fair is not about putting on a show, it’s about the presenting collections and doing real business.”



For several new exhibitors, this environment has apparently been serving as a magnet. Shoe brand Camper, which has been showcasing at both Bread & Butter and Premium in the past, has been operating a booth at Capsule for the first time this season. “We only show selected Camper styles and our collaboration projects here at Capsule. This is just the right positioning for these more high-end products and we are really happy and amazed by the atmosphere of the show,” said Iris Sutter of Camper. Sperry Top-Sider also celebrated its Capsule premier: “In the past we have always shown side-by-side with our sister brand Keds at Bread & Butter, this season, for the first time we have a representation on our own. With Capsule, we wanted to try out a new environment and positioning,” said Niels Bernschneider of Wolverine.



Inspiration and innovation was easy to find in the gangways: from innovative product designs such as foldable sunglasses by Sunpocket, or unusual material choices from neoprene to mesh, or 3D prints on the clothing. Product-wise, the blouse was the key-piece shown for Spring/Summer 2014 with nearly each collection from designer Ethel Vaughn to streetwear brand Sixpack France including their own versions and material variations, which ranged from butter soft suede to tracksuit polyesters. Moreover, vests have become increasingly important in the upper streetwear market. Also, one could see a lot of sporty tapered pants with tight elastic bands at the ankles. In general, a clear sports influence was detectable, especially at brands such as Rascals, which is known for drawing influence from the cycling and other sports’ worlds, but appropriates them into a fashion, rather than a technical context.



A buyer from Düsseldorf complimented the collections of Norse Projects and Adidas Blue. French brand Brooklyn We Go Hard, which has met fame in past seasons, mostly due to its humorous bold statement sweaters, was hyped once again. In general, the upper streetwear segment offered the most interesting collections on the menswear side, leaving the market longing for more comparable women’s collections, as both agents and retailers confirmed.



According to exhibitor voices, most attendants came from the German-speaking countries, Benelux, Scandinavia, and the UK. Stephan Sunder-Plassmann, Frisur: “We are really satisfied with our visitors. All our important buyers were here and we have made good new contacts as well."



The next edition of Capsule will be held in New York (men’s only) from July 22nd - 23rd.
Maria Hunstig

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