From January 15th through 17th, Berlin held what is considered one of the industry leading tradeshows, the Bread & Butter Tradeshow for Selected Brands, BIG TIME edition. The show celebrated its 10th anniversary in summer 2011; it was founded in 2001 and it has been held twice a year in January and July ever since.
This year was special for Bread & Butter‘s denim collection as the L.O.C.K. and the Fire Deparment areas welcomed coveted denim brand veterans, including The Flat Head, The Real McCoy’s, L.V.C., Big John, Evisu and EDWIN; blended with stalwart brands like Momotaro, Japan Blue, 3sixteen, Denham, Nudie Jeans, Prps and Rising Sun Jeans.
There were also a number of great new upcoming brands on show such as Pike Brothers, Tellason, Allevol, K.O.I. – Kings Of Indigo, Manic Monkey and Rokker; each one completely worthy of a separate review.
It should be emphasized that Karl-Heinz Müller, president of Bread & Butter, made a special mention on his editorial welcome on the Tradeshow Guide about the participation of Japanese brands which are the incarnation of high-end manufacturing. This of course includes all the Japanese denim brands, most of which we’ve been talking about for a considerable amount of time in terms of their exceptional craftsmanship.
The italian crafters from TRC Candiani, Interwashing Group (Elleti) and Okinawa teamed up again and created Laboratorio, a workshop project that recreated the entire manufacturing process to bring a five pocket jeans alive. Visitors were able to create their own jeans on the spot; from sewing and washing to the customization of the label and the hardware. It is important to note that not only was this an interesting exhibition, but all the earnings were donated to Non-Profit associations.
The denim areas attracted many denim heads, store owners, designers, bloggers, collectors and intrigued members of the general public, gathering everybody around that beautiful fabric and everything involved. Each brand was keen to share information, present their last collections and discuss denim craftsmanship fabrics and cuts.
A few remarkable denim items we saw were the Flat Head & R.J.B. collaboration jeans, the EDWIN Factory Overworks line, the new 2013 Evisu premium jeans collection, the new 3Sixteen 16 Oz. selvedge, the Pike Brothers 13 Oz. denim vest, the Allevol jeans Lot 002 , the Nudie denim Peacoat, the K.O.I. 14 Oz. Japanese selvedge, The Real McCoy’s U.S.A. Denim Parka, the Big John Lot 106D, the Tellason Sherpa jacket and Momotaro’s Deep Indigos.
Not everything at B&B was jeans as many denim related brands were exposing their new 2013 collections. Red Wing Boots, Viberg, Duke Finest Artisan, Tanner Goods, Pedaled, Wolverine, Rocky Mountain Featherbed, Tricker’s, Stetson, Schiesser Revival, Johnson Motors Inc., Schott NYC, Clutch/Lightning/2nd/The Heritage Post magazines, The Superior Labor, Nigel Cabourn and many more.
At the end of the day this was a great opportunity for all the people interested in denim lifestyle to build up a good network, increase sales and close attractive deals. Retailers, wholesalers, fashion journalist and denim brand owners reached their purposes.
Events like the Denham 5th Anniversary Book launch at 14 Oz., Nudie Jeans get together party, Schott NYC 100 years and even the Royal visit of the Princesses of York established that Bread & Butter is still at the top end of the fashion tradeshows in the world. Stay tuned for more reviews of some of the presenting brands.