Another denim name which has opted for an alternative presence in Berlin, off the trade fairs: Mustang has announced that the brand will not be exhibiting at Panorama this summer. Instead the brand will realize a Street Art Lab at the SevenStar Gallery in Berlin Mitte, where the artists Jule Waibel, SuperBlast, Nomad and Clemens Behr exhibit works from the company's own stand as well as create works of art in connection with the material denim and its dyestuff Indigo live or as an art piece installation. The Lab will be open from July, 4-5. Here Dietmar Ax, CEO of the Mustang Group explains more about the decision.
You’ve always been at the Berlin fairs. Why did you decide on not exhibiting in Berlin this July?
We from Mustang were unanimously the opinion that it was time for something new. Our pioneering spirit has motivated us to think again in a different direction and to become creative - and that is finally also our DNA. Already in the past, we have proved ourselves as Europe's oldest denim specialist with concepts that combined our brand with music or art.
Is the decision also based on the fact that you have not seen yourself represented in the right brand environment in Berlin? Which brands would you have wished to see or which ones did you miss?
We appreciate the platform of Panorama as a fair to this very day. This season, we have only decided on a new event concept - not against the Panorama! The fact that we continue to show our presence this week also shows that we are absolutely convinced that Berlin is the right place with the right framework for us and our brand.
You want to make an installation instead of exhibiting. Why do you think this is the better way to reach your customers rather than showing the collection at the fair?
After we collected some ideas for trade fair alternatives and the different options, we decided to install the first Mustang Street Art Lab. We want to reinterpret and experience our roots and heritage, which is largely constituted by our core product of denim, in a modern and urban setting. In addition, the fashionable top of the Spring / Summer collection 2018 will be presented at the same time. We are convinced that we will be able to revive both our B2B and B2C customers from our brand and its DNA.