BERLIN — Bread & Butter is not going it alone, but has rescheduled its comeback to coincide with the other Berlin trade fairs in July.
Last December, the urban and streetwear fair filed for insolvency. The January edition in Tempelhof was canceled, and founder and chief executive officer Karl-Heinz Müller instead staged a more intimate, guerrilla “Back to the Street” event at the fair’s headquarters on Münzstrasse. Following its positive reception, he then revealed that Bread & Butter would be back in Tempelhof July 2 to 4, a week ahead of Premium, Seek, Panorama and the other Berlin trade show platforms.
On Tuesday, Müller released new dates — July 7 to 9 — as well as further information about the show’s reworked concept. Bread & Butter GmbH said the fair would feature an “image-appropriate presentation of urban, contemporary brand clusters mixed with genuine novelties that will inspire and motivate buyers.” Fashion and accessories will be divided in the fair’s classic core areas: Contemporary Men’s and Women’s Wear, Superior Fashion, Denim & Urbanwear, Street & Sportswear, L.O.C.K. and Fire Dept. In addition, Müller is now planning a 75,340-square-foot Design & Agents area with pre-built booths for agencies and designers.
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In another new move, Bread & Butter is tapping into the German capital’s start-up scene. With a focus on young, innovative and creative labels and entrepreneurs in fashion, sports, health and well-being, living, food, mobility, online communication and business innovation, the fair will sponsor space for young and up-and-coming ventures, hoping to create an extensive, interdisciplinary “Modern Urban Lifestyle.”
Müller is also offering special early-bird rates of 149 euros, or $168 at current exchange, a square meter when booked by April 15, compared to this summer edition’s regular rates of 249 euros, or $281, a square meter.
“The new concept makes perfect sense. The business plan is convincing, and it’s financially backed by a family office,” insolvency administrator Christian Graf Brockdorff said.