By  on June 21, 2011

There are some who would suggest that the Berlin bear is not only an appropriate mascot for Bread & Butter, but an apt reflection of the fair’s founder and prime mover, Karl-Heinz Müller. He’s been known to be a teddy at times, a grizzly at others, but always a force to be reckoned with. Hibernation, in his case, is not part of the program. Nor is dancing to any tune but his own.

Ten years ago, Müller and two partners from outside the fashion industry decided to stage a new kind of trade event for the jeans and urban streetwear market. They were after a show that suited the culture of the brands, and spoke to the lifestyle and values of the consumers they were trying to reach. That meant fun. Coolness. Edge. The start was innocent enough — a self-proclaimed “off show” in an out-of-the-way venue — but sooner than anyone could imagine, “off” had indisputably turned into “on.”

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