Jam, the former Cologne denim fair, is taking place in Berlin this season. Its concept, however, will remain the same.

As marketing and sales manager Günther Sommer stresses, “We understand ourselves to be a pragmatic trade fair for the middle to upscale market.”

Accordingly, recent developments such as the new segment for menswear will be extended and complemented by womenswear and accessories at the location of Rathenau Hallen at Wilheminenhofstraße 83-85, a 15-minute drive from other trade show grounds such as B&B and Premium.

The light-flooded brick building, which formerly was home to a machine factory, offers separate areas for mens- and womenswear, sportswear and accessories and, last but not least, commercial denim brands as its core competencies.

Altogether, some 350 to 400 brands in streetwear to young fashion to lifestyle collections and accessories will be showcased, including Aero Anna Scott, Anvil, Baby Phat, Blast, Broadway, Cipo Baxx, Daniel Stern, Frankie’s Garage, Gin Tonic, Greystone, H.I.S, More & More and Rock Revival.

Additionally, there will be a new section called Area 20-10 hosting promising new labels such as Thu Thu, Stefanie Franzius, Anja Bruhn and I love my T.

Jam will also bring together different companies offering retail services, visual merchandising and trend-forecasting. The idea behind this concept is to create a platform that represents all the new trends and developments that are relevant for the point of sale.

—Isabel Mühlbauer