Since returning from Barcelona in 2009, the Bread & butter fashion show opens its doors to visitors for the third time in Berlin July 7 through July 9 in the historic venue of the former Tempelhof Airport. As early as January of this year, trade show director Karl Heinz Müller already announced new changes. He says that the sportswear segment has very high growth potential: the Sport&Street building is being revamped and will follow a holistic concept also used in planning the new Boarding House and Playground platforms. The First Floor area introduced at the last Bread&butter in Hangar 1 will be renamed and extended under the name Boarding House for young labels. This part of the B&B will emphasize small, individual art-centric labels and designers which specialize in sport and street culture. The interactive Playground will also be set up in front of Hangar 1—the previously modest-sized Fleamarket and its streetwear stores such as WoodWood, Firmament and Solebox, which used to sell individual pieces from earlier collections, will be expanded and integrated within the new area. The newly launched Playground gives brands such as Puma, Le Coq Sportif and 55DSL a new space for individually staging their product lines. Its pool, DJs, barbecue grill and basketball court provide plenty of room for simply hanging out. The trade show’s newly branded Sport&Street segment even has its own Web site.
Another new section, Kids Camp, covers 2,500 square meters (almost 27,000 square feet) of exhibition space for streetwear and urbanwear for children. The Kids Camp will be located at the airfield’s Circus Roncalli site in front of the Denim Base, next to the Luna Park. Around 50 labels such as Replay, Pepe Jeans, Desigual, Scotch&Soda, Ben Sherman, Guess, Pepe Jeans, Little Cerise, Custo, Closed and Japan Rags will show off kids and junior collections. “We are giving special attention to the kidswear fashion segment. Many of the Bread&butter exhibitors are successfully offering kidswear styles. These brands approached us with the specific request to come up with a creative Bread&butter platform for this segment. We are pleased to accommodate their interest because this important high-revenue area is only covered by regional trade events,” says Bread&butter director Karl-Heinz Müller. In 2006 and 2007 there were already as many as 100 kidswear exhibitors at the trade show. "By concentrating on Barcelona as the only venue location, this area of the Bread&butter was not pursued further.” The circus atmosphere underscores the Kids Camp’s event format. In addition there will be fashion shows, sport activities and special kids-only offers.
In addition to the new platforms of Sports&Street and Kids Camp, the segments Style Society, Denim Base, Street Fashion, Fashion Now, Urban Superior Men, Urban Superior Women and L.O.C.K remain fixtures at the event. On the evening before the trade show opens, part of the venue will turn into a mini-stadium with the World Cup semifinals to be shown on an large public viewing screen at the opening party. There is always a new event opener to plan after one comes to an end. The first 2011 Bread & butter has already been announced for January 19 – 21.