ATLANTA — With a new location here, the second edition of the Trafik trade show will be an expanded version of the spring debut featuring more premium denim and contemporary lines.

Trafik, set to run from Friday to Sunday, has leased 75,000 square feet in the former Macy’s on Peachtree Street. The venue, partly leased by Level 3 Communications, an information services firm, is a few blocks from AmericasMart, which will hold its women’s and children’s apparel show from Wednesday to Monday. Show director James Costa, who with four partners also produces the Atlanta-based denim line Carpe Denim, said 150 buyers have preregistered for Trafik.

Costa projected 400 buyers at the show, which has 125 exhibitors in 85 booths, up from around 90 exhibitors and 70 booths in the spring. With men’s and women’s product, around half of the show is premium denim, priced at retail more than $100, with lines including Blue Cult and True Religion. The rest of the show is young contemporary product, T-shirt lines and accessories.

Organizers are counting on the new downtown location to build buyer attendance by drawing crossover traffic from AmericasMart’s show. The location of Trafik’s spring event, off the beaten path in a warehouse district north of the city, was difficult for buyers to get to, Costa said.

With sponsors such as Swift Denim and Red Bull, as well as cosmetics and liquor companies, the show has an edgy vibe and product that attracts contemporary retailers, including Bill Hallman. Hallman, owner of two Atlanta contemporary stores, will host a kick-off party for Trafik on Thursday in his Bill Hallman Original store. Hallman will shop AmericasMart and Trafik.

“Atlanta needs more than one trade show option for retailers,” he said. “Trafik, in this new nontraditional location, fills a void for premium denim and contemporary product here.”

This story first appeared in the October 19, 2005 issue of WWD. Subscribe Today.

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