by Maria Hunstig

The Seek family is looking back on an absolutely satisfying show. In the plywood-equipped hall at Arena Berlin, the show proved that hip niche brands can sit side-by-side the (selected) collections of long-time commercial industry players – and actually benefit each other.

Lee Jeans showed at Seek after years of absence from the Berlin trade show scene – and was very happy with the decision. Their collection showed far less of the usual Americana-influences and more slim-fitting stretch denims and clean tops. “Presenting at Seek was the right decision, it’s underlining our aim to strongly target independent retailers again – and we met several of those” said Jochen Gärtner, Lee Jeans’ sales manager for the German markets. Next door, also Levi’s celebrated the Seek debut of its Red Tab main line – at least a selected part of it – and was enthusiastic about it, too.

As in previous editions, Seek especially shone with its extensive offer of modern international menswear, stretching from more sophisticated men’s collections with a twist (Norwegian Rain, Armoire d’homme, Brosbi) across newer and established streetwear names (Wemoto, Daily Paper, Kangol, Alpha Industries) to flamboyant (new) fashion collections by names such as Òl New York and Lazy Oaf from London. Noticeable was also the great relevance of accessories which reflects the market’s great interest in these categories. Led by the major sneakers and bags/backpacks category (interesting: Ucon’s first bag-only collection with some monochrome black-and-white styles), there was a good dose of interesting side categories from (sun)glasses by Swiss brand Viu to sustainable underwear by Vatter or cosmetics by Dr. Bronner.

Trend-wise, there was a strong nod towards a UK/football kind of aesthetic with polyester track tops and lots of zipped pullovers, logo-sleeved shirts and branded trackpants with a strong streetwear influence (New Black, Daily Paper, amongst others). A lot of light, pastel shades from beiges to pinks and heather tones prevailed in the collections. Creatively speaking, Drink Beer Save Water showed an outstanding collection based on the theme of matches ranging from applied felted matchboxes to slippers with flame-cut-outs.

All in all what remains to be said after three days in the Arena is mainly one thing: See you in June.

Best-of list:
The colors: tonal beiges and pastels.

Lee
Lee


The fabric: felted, thick brushed wool qualities.

Frisur
Frisur


The item: padded vests, turtlenecks.

Authentic Textile Fabrics (ATF)
Authentic Textile Fabrics (ATF)


The look: UK/football kind of aesthetics with polyester track tops and lots of zipped pullovers, sleeve-logoed longsleeve tees and branded pants.

Fred Perry
Fred Perry


Most creative collection: matches-themes collection by Drink Beer Save Water.

Best material employment: Soulland (mixing knits with flat shirts, showing felted qualities).

Here to stay: bomber jackets, cuffed pants.

The footwear: patent sneakers (Reebok, Puma).