Mpdclick was in attendance for all three fashion-packed days of the Bread and Butter trade show last week, held at the architectural feat that is Berlin’s Tempelhof airport. Days of buying, selling and networking were accompanied by evenings of fun-filled parties and a little more informal networking!
With over 600 brands in attendance, and positive visitor numbers, the show retained its status as the place to be to stock up on the world’s premier denim and streetwear brands and spot the hottest up and coming trends.
The show kicked off at the venue’s Sin Saloon bar-area, with a performance by Boss Hoss, the Berlin-based rock band. A fun-filled evening ensued with drinks, dancing and socialising.
This season, the show itself comprised of the areas Sport and Street, Street Fashion, Fashion Now, Style Society, Denim Base, Urban Superior Women, Urban Superior Men and LOCK (Labels of Common Kin) – each with varying styles of brands and clothing. The LOCK area was of particular interest, being that founder and Managing Director of the show, Karl-Heinz Müller, curated the area himself. Each brand on show displayed a common thread of the use of traditional methods of manufacture, a passion for detail and a high quality product offering. Brands included Evisu, Denham the Jeansmaker and Redwing Shoes.
Around the show, impressive stands included Diesel with their huge cardboard box office space and fluorescent tube structure, G Star with a huge runway for their evening shows, Adidas Originals with their vast interwoven pipe-like exterior and Puma with their huge ship container stand complete with bar area perched on top.
Collection-wise, our notables include Evisu, with their contemporary take on heritage and reworked design. For autumn/winter 10/11 they unveiled a range of garments, each with a label inside telling its own individual story, for example, a shirt found in museum archives dating back to the plantation fields of Southern North America in 1930; carefully copied and re-worked in Japanese fabrics. The attention to detail, even the delicately curved lines of the pockets set the brand apart in their ‘LOCK’ area.
Mpdclick also enjoyed Motel’s spring/summer 2010 and autumn/winter collections. The London-based brand unveiled a kitsch collection of 1950’s seaside shapes, with nautical details – nothing new we hear you say, but their authentic approach to shape and attention to detail made them a must-visit stand. For more on this style, check out Mpdclick’s Open Road trend inspiration.
The show did lack the same ambience as the summer editions – which tends to entice crowds of the cool and trendy to their vast outdoor catering and bar areas, but nonetheless Europe’s trendsetters were there, braving the minus 8 temperatures, sporting an array of 2010’s best looks.
Amongst our pick of the bunch was a ‘Canadian Woodman’ look that emerged for the guys, with Redwing workboots, salvage denim or cargo pants and a checked flannel or denim shirt – suitably a beard and woolly bobble hat finish the look.
For the girls, a mix and match style was most evident – often combining eras, with pinup style hair and make-up, yet worn with punky separates. Our favourite was the combination of warm fur with harem pant shapes and this season’s must have; a pair of geek-chic specs.
For more street style photos click here – coming soon
At the official press conference on Thursday, details were released on the summer edition of Bread & Butter, to be dubbed ‘Premier League’. Two of the most interesting points were to introduce two new areas to the show; in their own words:
BREAD & BUTTER will actively focus on the topic kidswear. Many of the BREAD & BUTTER exhibitors are active and successful in the kidswear segment. They will be provided with an adequate business platform in the form of a big circus tent in the summer.
BREAD & BUTTER sees great potential in this segment. Karl-Heinz Mueller: “Many Sportswear brands still exhibit at Pitti in Florence. We have already held many talks with brands in this segment that are looking for more internationality. We can offer them this. However, we take good care that the brands fit in our overall portfolio. BREAD & BUTTER should be extended in the existing brand world, the dynamics should by no means be limited.”
You can read the full press release here.
Don’t forget to visit the Mudpie stand at Bread & Butter, Berlin 7-9 July, to see our new range of trendbooks. MPD Kids: a collection of garment and accessory styles, prints and graphics aimed at toddlers to 12 year olds, for the autumn/winter 11/12 season, along with the second edition of MPD Active: an amazing collection of performance apparel trends aimed at the male and female commercial active sportswear market, for the spring/summer 12 season.
Don’t miss Mpdclick’s full coverage of the show here – female clothing, female footwear & accessories, male clothing, male denim, male footwear & accessories.