BERLIN — After a successful “Back to the Street” guerrilla trade show Jan. 19 to 21 during Berlin Fashion Week, Bread & Butter’s founder and chief executive officer Karl-Heinz Müller said that the fair will be back at the fairgrounds of Tempelhof Airport this summer. It’s slated to run from July 2 to 4.
The once-leading streetwear fair was canceled last December due to insufficient exhibitor participation, and Bread & Butter GmbH had to file for insolvency.
Müller instead set up a guerrilla event at the headquarters of his company and the Blue Yard at Muenzstrasse in Berlin’s denim district Hackescher Markt.
Forty companies, including B&B veterans Nudie Jeans, Denham The Jeanmaker and Japan Blue, joined the short notice call. The atmosphere at the B&B headquarters was cheerful, with most exhibitors content with the familiar setup and a loyal clientele base that came to the show.
Peter van der Vliet of Indigo People preferred the new setup: “As a small brand, we get more attention in here,” he said.
“We have a beautiful space overlooking Berlin Mitte, and I think we get all of the base customers, and we even made new contacts to German, Swiss, Czech and Polish retailers. It’s been a really good show with a good balance of people and proper success,” said Nigel Cabourn.
Tony Tonnaer, founder and ceo of Kings of Indigo agreed. “This is the denim base, different, but nice and familiar. I’m happy he [Müller] is showing that he’s present and accessible and open to discuss the new formula for the appropriate trade show. At the moment, I’m still missing a real denim platform that unites denim, heritage and sportswear.”
During the show, Müller was in constant negotiations with visitors and exhibitors and held an open election there, as well as online, as to whether Bread & Butter should be continued or abandoned. Müller said the majority of trade visitors and brands called for a return of Bread & Butter.
His new concept calls for clear fashion clusters according to target groups. There will be a “Design & Agents Area” for sales agencies, clearly distinguished zones for trade visitors (B2B) as well as a defined B2C “Consumer” area for the marketing activities of the brands and labels. A large area is also being slated for evening parties, concerts or festivals involving brands and sponsors, and Bread & Butter also hopes to involve other lifestyle brands active outside the classic fashion arena. Müller also noted a “Lean Management & Production” concept would result in significantly lower square meter prices.
“The team is working at full speed to finalize the concept for July,” Müller said. “And we’re sticking to our successful ‘Fun & Profit’ motto. It’s about increasing the desire for brands and not just about satisfying needs.”
Bread & Butter’s insolvency administrator Christian Graf Brockdorff added: “The required funds for the relaunch are available through investors. Our goal is the restructuring of the trade fair…Many in the industry continue to support Bread & Butter.”
Premium, Seek and Panorama have not reacted to Bread & Butter’s announcement, but said they will discuss fair dates and strategies internally in the days to come.