Under the motto ‘Absolute’, the first Bread & butter in 2011 took part in Berlin from January 19-21. As founder Karl-Heinz Müller put it on Sportswear International’s Denim Day on Tuesday, “the most important denim fair of the world” wowed the business again. Kicking off with a big gangster party night on Tuesday, thousands of visitors, buyers, exhibitors and journalists from around the world couldn’t wait for the doors to open on Wednesday morning.

As the booths had been individually designed and served as stages for fashion, denim and accessory trends for fall/winter 2011/12, the air in the entrance hall of Berlin Tempelhof resembled the excitement right before the start of a huge rock festival.

Showing the fair’s key brands and -looks, the Denim Base again shaped up as the heart of BBB. G-Star’s slow fashion show in a circus tent, Replay’s garden experience or Scotch and Soda’s bar booth did not only serve as a space of entertainment, but also for big business. Also the other halls from L.O.C.K till Sport & Street were crowded and full of positive comments. “Our visitors take their time to have a detailed view on the collection. The feedback and the frequency are wonderful,” Patrick Stupp (Rich & Royal) said about the fair. “It’s crazy, we never had so many visitors,” Gordon Giers (Closed) adds. Henner Ceynowa (Cross Jeans) agrees: “It’s becoming bigger and bigger. And the quality of the guests still increases. The spirit is amazing - and absolutely positive.”

Fashion-wise, chinos, knit pullovers and boots dominated the men’s look; slim-fitted denim and detail-loving accessories were in the women’s focus. Authenticity and the brands’ individual stories still play a huge role. New materials like cord and denim fits like the flare cut caused discussions between retailers and designers if they will work out for the consumer. Garments like blazers and parkas were bestsellers. In general, it is certain that the next winter is about identity - for the brands, but also for retailers and consumers.

Bread & butter not only gave the perfect platform for authenticity, being back home in Berlin again, Bread & butter is authentic itself - crazy people, long taxi lines and loud music included. Three days full of fashion, business, networking, parties and meeting good friends are over again. The result: satisfied exhibitors and retailers who are in a positive mood.

We can’t wait until the summer - when BBB turns 10…