By  on January 9, 2013

What a difference a decade makes.

In 2003, when two fashion agents decided to launch a new kind of lifestyle fair literally underground in an unused subway tunnel on Potsdamer Platz, and three denim-loving friends opted to move their already offbeat urban wear show from Cologne to an industrial wasteland in Berlin Spandau, the reaction was skeptical. Sure, Premium and Bread & Butter, as these two platforms were called, were refreshing. Lots of fun even. But the potential anchors of Germany’s trade show activity? In Berlin of all places? No way.

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