Skate is a big topic in fashion these days, with the omnipresence of the Vans Old Skool sneaker, Trasher logo shirts and Dickies canvas pants being some of its most dominant manifestations. Also at the 23rd edition of Bright it felt like the show was focusing more strongly on its skate roots again, not least because of the numerous skate sessions and side-events, attracting well-known international skaters.

Skaters at Bright
© Bright Tradeshow
Skaters at Bright

The show grounds did miss some long-term Bright loyals including Carhartt, Iriedaily or Cleptomanicx, but also hosted established new and re-entries: New Balance was firstly introducing their skate shoe line to the European market and Volcom celebrated a grand comeback to the show after two absent years, not only with their booth presence but also by renting the adjacent Hoppetosse boat for meetings and parties and hosting the “Three streets to Berlin” skate contest. According to Jens Hennefarth of Volcom, this proved to be a good marketing mix for the brand.
Maybe some other exhibitors should take example in Volcom’s more event- and attraction-driven take on presenting themselves at the show: There have been times where more excitement was exhaled throughout Bright’s hallways. After all, Berlin is an important meeting point for the skate and streetwear industry where all players should act in concert.

Presenting Georgia May Jaggers as their new women's face: Volcom
© M. Hunstig
Presenting Georgia May Jaggers as their new women's face: Volcom

The brand mix was truly international with interesting stimuli not only coming from the classic US-brands of the scene (Huf, Obey, DC etc.), but also from the UK (Hype, MiPac), France (Tealer, ER Skate, Defend) and Spain (GRMY, Le Frik).

Show highlights

The color range: Ice cream pastels – pinks, light yellows, blues and mints freshened up almost every men’s and women’s line

Converse
© M. Hunstig
Converse
GRMY
© M. Hunstig
GRMY
Obey
© M. Hunstig
Obey

The detail: Cannabis leave prints and stitchings

Huf
© M. Hunstig
Huf
Tealer
© M. Hunstig
Tealer

Yeezy season: The influence of Kanye West’s line of clothing was highly visible on the show grounds. From long-line hoodies and sweatpants in tan shades to goth letterings: Yeezy is making its mark.

SikSilk
© M. Hunstig
SikSilk
Swallows & Daggers
© M. Hunstig
Swallows & Daggers

Trend piece: The coach jacket – an easy seller and logo carrier in all shades of the rainbow.

Coach jackets at Defend
© m.
Coach jackets at Defend

Women’s key piece: Bodys, preferably with big logos on them

Sixth of June
© M. Hunstig
Sixth of June

Best Accessories: Le Frik bags from Madrid, making super versatile, lightweight and accessible bags made from eco-friendly/recycled materials.

Le Frik
© M. Hunstig
Le Frik

Best shoes: ER Skate. Despite his young age, Eugène Riconneaus knows all about shoes. Besides his well-made and original skate shoes, the Parisian also runs a line of haute couture ladies’ shoes – with fans including Rihanna. 

ER Skate
© M. Hunstig
ER Skate

For more information on trade shows check out DFV Group’s expocheck.com.