The atmosphere at Kühlhaus
The atmosphere at Kühlhaus

11 Jul. 2014

Review Seek Berlin: Cool labels in town

Striped shirt from Another Shirt Please
Striped shirt from Another Shirt Please
Unlike the quiet start seen at the Capsule, the floors of Seek were quite busy during the opening day, especially in the afternoon, with buyers and retailers running up and down the four levels of the show at the Berliner Kühlhaus. Due to the many trade shows running concurrently during the Berlin Fashion Week, brands have to make decisions about where to be. “We exhibited during four editions in Capsule and then moved to Seek because the level of buyers and the traffic of people is higher,” says Ross Cunningham, UK Sales Manager of the Billionaire Boys Club label.
Most attending were European but there was a small portion of overseas visitors. Among them was Yasumoto, buyer for the Japanese distribution company Stockman: “We are looking for new European menswear brands that might be exportable to the Japanese market. We find nice streetwear products here.” Another visitor, Magda, who works for the Polish production company of womenswear Modiva explains that “even though Seek is not exactly our segment, we always visit it and get to know surprise labels.”

Tuesday afternoon, Seek hosted the Design 2.0 panel discussion about what modern design is today. The main conclusions of the one-hour event were the importance of implementing sustainable practices in today’s clothing market, the increasing interest of customers regarding the origins and manufacturing process used for clothing and at the same time the necessity of “teaching” consumers about high-quality materials and environmental practices so that they can make more informed decisions when it comes to shopping.

In general, exhibitors were satisfied with the outcome of the show. “There have been quite a high number of buyers during the three days” said Jochen Smuda, CEO of Ucon Acrobatics. Flying Horse Jeans founder David Rix was at the Seek in Berlin for the second time: “Here it’s full of creativity and young brands. It fits us better than other platforms like Bread & Butter.”

Colorado 85 Onitsuka Tiger
Colorado 85 Onitsuka Tiger
Hottest sneaker: The Colorado Eighty-Five model of Onitsuka Tiger is marking its 30th anniversary, with the label bringing it back for sneaker lovers. Get 80s flair on your feet!

One of the strongest trends for menswear in spring/summer 2015: Vertical stripes in every possible color combination (especially in blue) appear onshirts, trousers and jackets for men.

Best denim collection: Flying Horse Jeans presented a jeans line that employs hemp, a natural fabric that becomes softer and more luxurious with use. In addition, hemp thrives on regular use and washing without suffering fabric degradation.

Nice bags: PB 0110 presented a functional and minimalistic line of leather bags and accessories in pastel colors, ideal for the summer!

Lorenzo Molina

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