Tuesday, July 12, 2011


From July 6-8 the 25th BREAD & BUTTER - tradeshow for selected brands, took place in Berlin. This time it's motto was THE BREAD & BUTTER SUPERSHOW as it was the 10-year anniversary of the fair that started in 2001 as an offshow for selected brands in Cologne. I was in Berlin last week for Mercedes-Benz Fashion Week so I took the subway to Tempelhof - a former airport - to visit the BREAD & BUTTER because it's the leading international tradeshow for streetwear and urban wear and I couldn't miss that of course. With around 580 exhibitors of the leading market relevant brands, labels and designers showing their collections for spring/summer 2012 there was a lot for me to see so I took my time to check out the impressing stands of already established labels and up-and-coming ones. The part of the building where the Denim Base - the largest area at BBB - is always located was open in the back so that you could go outside to the former airfield where the Diesel Island and the G-Star stand with boats were set up amongst others. The IOU Project also had a tent outside at Luna Park which was a really cool location for their first time at BREAD & BUTTER. Outside were also the DESERT LAND which has been inspired by Hippie-parties, music festivals, movies like Mad Max or ragged trailer parks, a few areas to chill out and relax a little and the stage where artists like Mos Def, Deichkind, Airbourne and DJ Phono rocked the 3 BREAD & BUTTER SUPERNIGHTS. I was glad that the building was partially open because the sun was shining which made the outside area really enjoyable but also inside it was okay and didn't feel like a sauna. Even though the Denim Base was gigantic I was able to visit the Sport & Street, Street Fashion, Fashion Now, Style Society, Urban Superior Women, Urban Superior Men and L.O.C.K. areas as well and I discovered so many cool new brands which I'll introduce on The Good, The Bad and The Divine within the next couple of weeks. I paid visits to the stands of Kilian Kerner Senses, Noa Noa, Modström, Iceman, NUNC, J.Lindeberg, Hüftgold, Friis & Company, GAS, Adidas (was very technological), Scotch & Soda, Tiger of Sweden, Anvil, Tigha, Urbanears, etc., just to mention a few. Below you'll find some of my own photos, for more impressions and info visit breadandbutter.com