24 Apr. 2009
BREAD & BUTTER TO WELCOME FEWER BRANDSFollowing a decision to move back to Berlin and to show at a new venue, Bread & butter has announced a new concept for its next summer show running from Jul. 1-3 at Berlin’s Tempelhof airport.
The heart of the new concept is the size of Bread & butter. Compared to previous editions, this forthcoming edition will host a smaller number of exhibitors. Instead of hosting 800 brands as the last January edition did, Bread & butter’s head Karl-Heinz Müller is counting on approximately 550 exhibitors to fill the total exhibition space of 71,000 sq. meters.
“It’s not because of finance or economic crises,” Müller says. “It’s because we changed the location. In Spain we had lots of small brands with small stands; in Germany the situation is totally different. As it is the strongest market in Europe, most brands will have bigger stands.”
Indeed, stands by global players such as Levi’s, Replay and G-Star will be up to 800 sq. meters in size, but small brands will also have the opportunity to showcase product in spaces varying from 15 to 20 sq. meters.
Currently 85 % of space is booked. “There are still brands in the pipeline,” Müller says. “We are happy that we can also attract ‘old’ brands that will come back to Bread & butter, such as Adidas and Miss Sixty.”
Bread & butter has also announced newcomers to the shows including Ralph Lauren Jeans and Gas Jeans.
The show will also debut a new structure. Most space will be, as usual, in the denim base, with brands such as Adidas, Bench, Ben Sherman, Converse, Edwin, Energie, G-Star, Killah, Kuyichi, Mustang, Nudie, Pepe, Replay, Scotch & Soda and Superdry.
Müller, however, is moving premium denim and fashion brands such as AG Adriano Goldschmied, True Religion, William Rast, Creative Recreation, Custo Barcelona, Duson Jeans and Juicy Couture into an area called “Style Society.”
Also new will be an area of street fashion with brands such as Skunkfunk, Psycho Cowboy and Gsus Sindustries, Subsequently, “Fashion Now” will show more fashion-driven exhibitors such as D.co Copenhagen, Nümph, Motel and Hüftgold.
New, too, will be an area called “L.O.C.K.” (Label of Common Kin) that gives space to authentic collections such as PRPS, Nigel Cabourn, Blue Blood, Fred Perry and Red Wing. Meanwhile, the area called “Urban Superior” will run with a new layout, divided into mens- and womenswear. And once again “The Source” will be held with a focus on denim weavers.
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