Bread & butter
Bread & butter
 

22 Jan. 2010

HIGHER SPIRITS, TRAFFIC AT BREAD & BUTTER

Despite below freezing temperatures in Berlin, spirits were high on opening day of Bread & butter, which saw Tempelhof Airport, originally an open hangar, closed off by a steel construction and a special covering made from thousands airbags to warm the venue and some 600 brands, designers and labels participating on the 5,000-sq.-meter fairground. Among them were many well-known brands including Levi’s, Replay, Guru, Freesoul, Bench, Adidas Originals, Denham, Nudie, Desigual and Wrangler. Newcomers to the show included Barbour, Boss Orange, Windsor and Puma, with Diesel returning after a long absence.

As of opening time, the fair appeared well attended, though concrete numbers were not given. “I won’t announce any numbers,” said Bread & butter Chief Karl-Heinz Müller. Still, most exhibitors were satisfied with the traffic. “We are really happy with the frequency of the first day. The mood is very positive and we made a lot good contacts,” said Gilles Laumonier, Vice President of Lee International.

Müller added that the summer show that will run Jul. 7-9, concurrently with the football world championship. For this, Müller is planning to bring back Kidswear as a new segment, with a dedicated space and special kids’ entertainment. Additionally the L.O.C.K. area will be complemented by the so-called L.O.C.K. Store, displaying how stores carrying authentic products can be arranged and furnished. The sportswear segment is also expected to see a makeover. “I see a good chance of acquiring brands that fit perfectly with us, meaning they are progressive and young,” said Müller. Subsequently, to complement the program of well-established brands, he’s also planning a space for younger designers, tentatively named Bread & butter Boarding House.

—Melanie Gropler

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