Bread&Butter down to one hall

By

Bruno Joly

Published
Dec 2, 2014

The next version of Bread & Butter will be a compact one. Through German newspaper Textilwirtschaft, Karl-Heinz Müller has refuted all speculations on the possible cancellation of the landmark trade fair of the 2000s.

The Berlin-based event will take place from 19 to 21 January as scheduled and still in the Tempelhof airport. However, it will only take up one hall, as opposed to 5 last January and 8, or the entire airport, a few seasons ago.

It goes without saying then that it will be a compact version of the event. Karl-Heinz Müller admitted to having considered changing the venue site, especially since times are difficult. For the moment, Bread & Butter puts the figure at nearly 200 exhibitors but no official communication has yet been released.

The only name that often pops up is Nudie Jeans. The co-founder of the trade fair has its own Nudie Jeans store in Berlin. It must ask itself what profile the trade fair will present to visitors. While the Seek trade fair, by changing its location to Berlin, has announced a portfolio that says a lot about the shift in the centre of gravity in the German capital. Aigle, Ben Sherman, Alpha Industries, Lyle & Scott, Fred Perry, Volcomunity.... And as for Panorama, it has mentioned 600 brands for its next edition.

Visitors to Berlin will have the impression of finding the halls of the airport abandoned with these two trade fairs. Not forgetting, the more feminine brands that joined the premium fair.

Several brands, formerly exhibitors at Bread & Butter, have admitted that the different announcements, that never materialise (children's fashion trade fair, public fair, move to Berlin) create a climate of incertitude around Bread & Butter. And the economic situation no longer makes it possible to invest in massive stands.

Indeed, Bread & Butter took off in the golden years of premium streetwear and denim by offering an innovative and festive concept which no longer seems to be profitable in these bleak times. The trade fairs that are currently evolving offer exhibitors smaller stands and the highlighting of their products.