It goes without saying that the Amsterdam Modefabriek fashion trade show is no match for the paramount European trade show Bread & Butter. Still, at the Blueprint area of the former you’ll find Dutch favourites along with cornerstone brands of the L.O.C.K. area of the latter including Lee, Kings of Indigo, Fry Boots, Edwin Jeans, Carhartt, Kuyichi, Atelier LaDurance, Elvine, Red Wing and many more. This article provides a brief overview of the highlights of the Blueprint area.
Bread & Butter President Karl-Heinz Müller can look back at a very successful January edition of his ‘tradeshow for selected brands’. Taking place for the 8th time in the majestic hangars of the old Tempelhof airport, Bread & Butter is definitely on the rise. With 560 brands exhibiting and only 12% of these being German (in addition to 7 out of 10 of all guests being non-Germans) Bread & Butter’s position as the leading international fashion trade platform is undisputed. The most noticeable growing group of international visitors were the Japanese. Along with the boom of Japanese top brands exhibiting at the show, the number of Japanese visitors has doubled. “We’re very delighted by this development since Japan is still an essential indicator when it comes to quality and trends of the future,” says Mr. Müller. More than ever Bread & Butter is about quality over quantity.
The news from Red Wing for spring 2013 season includes a selected line up of fresh and light shoes and boots designer for the warmer weather. The main attractions are these gorgeous shoes in brown and black with the classic cork sole you know from your Iron Rangers and a dog tail heel cap like the ones you find on Work Oxfords. They already made it to the top of my personal “must have”-list together with the Japan Special 7-inch round toe in portage red, the black Engineer boot and the SuperSole. I admit it, I’m a Red Wing addict.
Bread & Butter is one of the world’s most important tradeshows. Period. It’s the biggest, the most visited, the most creative, and most inspirational show in Europe – maybe in the world for that matter – but for the 27th show this summer many of the usual suspects including Levi’s, Lee and Diesel were not exhibiting. The question “why” was on the lips or in the back of the minds of many attendances. Is Butter & Butter losing terrain, is it too expensive for the big brands, or is it the economy were some of the questions? However, instead of mourning the loss of the giants, I personally celebrated the birth of something new, something very exciting for hardcore jeans lovers and denim enthusiasts; the Tempel of Denim.
These Japanese were showing of at the Bread & Butter fair. But when you come out this strong with stunning products, I guess it’s okay. I had a very close look at some of the items from the Overworks Factory collection, which is the top-of-line from Edwin, and it literally feels like this could as well be a collection of only originals. The detailing is second to none, and the quality of the fabrics and handcraft put into these products is unbelievable. This report will mainly feature pictures from the Edwin stand at the fair as I later this spring will visit Edwin in their European headquarters to do a full review of the collection and the brand.
Bread & Butter was more than just the old faces. There’s a new boy in town just arrived from Amsterdam and he’s about to teach all the oldtimers a thing or two about preserving the environment. Kings of Indigo (abbreviated K.O.I.) was launched before the public only 6 months ago, but it’s already convincingly well-established conceptually, and now, as the brand is shipping out for the very first time this week, it’s up to the customers to judge the fruit of their efforts.
The Blue Bell look for the fall 2012 season is themed “The Road Holder,” and it’s inspired by the lifestyle of the modern day biker who build his own customised motorcycle. The inspiration is especially found in the Falcon shop in Los Angeles, but it could have been any other custom shop, like for instances Wrenchmonkees in Copenhagen. Denimhunters got a full tour of treats and now you get to follow in my foot steps.
The Levi’s Vintage Clothing collections are always built around a specific time era or certain group of people belonging to that time. For the fall delivery 2012 focus is on New York City and especially Brooklyn in the 1920s. Inspired by the clothing of the day labourers working on the habour who dressed a bit up to be as presentable as possible and thereby increase their chances to be chosen to work. Many started boxing to earn some extra money, which is why the gloves and punching bag are present. The real life street fighters!
The season of fashion fairs officially started last Friday for Denimhunter. Actually I wasn’t supposed to go, but Tuesday evening I spontaneously booked a flight to Berlin to go to the Bread & Butter tradeshow. I was lucky enough to be able to bunk with the Scandinavian Wrangler sales team, which cut me some expenses on the hotel bill. This is a report of some of the highlights from the fair, but for most of the brands I visited, I’ll do thorough reviews soon.