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Published
Jan 18, 2010
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Bread & Butter, JAM and Premium draw focus to Berlin

Published
Jan 18, 2010

Premium, is kicking of the festivities in Berlin on Tuesday 19 January with its menswear division. Whilst Premium has stayed true to the German capital over the years, the return of Bread & Butter last summer has given fresh momentum to the city. Berlin, with its long-standing history in the annals of rock – evidenced by the presence of David Bowie, Iggy Pop, Nick Cave and The Bad Seeds over the years, to name but a few – is the ideal home for evolving urban fashion.


Bread&Butter

In total, buyers will be spoilt for choice. Premium, held in a former freight yard called The Station, will open its doors on the 19th of January and will host some 900 collections. As usual, the event will focus on sharp fashion, chic with a number of Scandinavian and German labels present. The ‘Denim’ section of the show will showcase 7 for all mankind, Rock&Republic and Dondup – all easily accessible from the airport, with just a few metro stations between landing and the exhibition.

Bread & Butter is preparing for its second edition in the historic Tempelhof airport. The leader of young fashion, urban and denims is in fine form with Diesel, G-Star and Consort in attendance. According to its chief, Karl-Heinz Müller, each hall should function as a boutique. Denim Base, Street Fashion, Urban Superior, Sport&Street, Lock, Style Society, Fashion Now – these are the divisions in which visitors can explore some 600 brands.

For its part, Jam is making its first appearance in Berlin. After Munich and Cologne, Jam is taking its place alongside its compatriots. The trade show, historically concerned with streetwear and denim, has enlarged its scope to include contemporary fashion. Jam’s organisers have announced 260 exhibitors, including Redskins amongst others. In Berlin, a crowd of trade shows can be found with these three at its heart and the lingerie show 5elements.berlin and thekey.to, which focuses on sustainable development.

By Jonathan Fulwell (Source: Bruno Joly)

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