Fewer visitors than last season — that was one of the first impressions of Jeans Affair Munich JAM in Cologne. The jeans, street and sportswear fair, which was held July 24-26 at Rheinparkhallen, began on a leisurely note, with traffic on the second and third day of the fair equally manageable. Most visitors were seen in the Jeanswear area – the heart of JAM Cologne — while exhibitors besides the runway hoped for more attendance.

In all, JAM attracted 7,100 visitors compared to last January's 10,400 visitors, but exhibitors were content. Peter Kelzenberg, Managing Director of Pioneer Jeans, said: “We believe in the JAM concept. It is the only one mainstream fair for us.”

A total of 290 brands including HIS, Bench, Firetrap, Gin Tonic, Madonna, and Blue Fire showed in Cologne. In addition, the new platform for menswear JAM.MEN debuted with about 20 exhibitors.

The date of the next JAM will officially be announced by the beginning
of September.

—Lisa Dartmann