The Berlin show that everyone was amazed by: in spite of the addition of numerous newcomers this season –mostly well-stablished names like Ben Sherman, Carhartt WIP, Nudie Jeans or Fred Perry- the show has successfully managed to keep its cozy atmosphere – even in its new venue, Arena Berlin, which is three times the size of its previous home Kühlhaus Berlin. Seek has actually doubled the amount of brands in comparison to the prior event –from 120 labels in summer 2014 to the current 240 exhibitors. “As we become bigger, we didn’t want to lose the compelling atmosphere of the last editions. That’s why the venue doesn’t look overcrowded,” says Maren Wiebus, sales director at Seek. A light and open atmosphere and a very homogenous booth presentation (the same wooden partition walls and racks for everyone) helped to make the venue look clear and inviting, despite its original hall-character. Wiebus underlined that product and people are the focus of the show: “No big lightning or major decorative stuff, we keep the show clean so that the products remain the main subject.”

Han Kjobenhavn bomber jacket
Han Kjobenhavn bomber jacket
The brand mix still allowed for label discoveries. As small labels like Nebel and Avec Index reported, the show satisfied them in terms of promotion, as they got attention also for being right next to well-known names. However, orders are often written at later shows in Paris or Copenhagen.

A trade show is not only about making a benefit and hosting an order platform, but also about guaranteeing that your visitors always have something new to discover, keeping your initial philosophy and thus building loyalty among visitors and exhibitors. Seek has well managed to maintain these principles.

Highlight labels: clean Scandi-style apparel in black, grey and white colors by newcomer label Nebel; amazing bomber jackets with polka dots and texture games by Han Kjobenhavn; ‘A question of’ for its use of zippers, adding a sporty/industrial flair to its apparel; the whole womenswear of Libertine-Libertine.

Ashley Marc Hovelle
Ashley Marc Hovelle
Most popular product: bomber jackets.

Favorite materials: mesh in all possible variables, both as the fiber of the product and also superimposed over layers of other fabrics. Neoprene is also one of the bets for streetwear brands.

Most crowded booths: Alpha Industries, Herschel Supply & Co., Nudie Jeans.

Fashion trends to watch: luxurious sportswear in atypical materials like wool. Patterns like Navajo and geometrical forms.

Best retailer statement:
Alberto Leoni, co-owner of Italian brand Iuter: “We like participating in Seek because visitors not only look at the collections but also place their orders. Plus, differently from other shows, its approach is extremely democratic: every brand gets a booth of the same size – no matter if it is small, newborn or long-time established. Buyers can judge what they like best according to each single products’ identity and quality.”

Nicest brand presentation: Amsterdam footwear label Filling Pieces created a museum-inspired exhibition of some of its sneakers in crystal boxes sustained in black columns.

Filling pieces booth presentation
Filling pieces booth presentation