Jam, the denim fair which changed its former location from Cologne to Berlin just in January, is returning to its first location in 2007 at Munich’s Zenith Halle. Organizers of Jam weren’t satisfied with the denim fair’s debut in Berlin which took place at Rathenau Hallen Jan. 20-22 at the same time as Bread & butter and Premium. Aside from the full trade fair calendar and the far-out location — a 15-minute drive from other trade show grounds in Berlin — top players in the denim field were missing.

The decision to return to Jam’s birthplace, Munich, was mainly to give headquarters and sales agencies in the entire southern region of Germany, as well as bordering countries such as Austria and Switzerland, a platform for showcasing and communicating within the denim segment. The date of the trade show also has been changed to Jul. 18-19. Jam will be held 10 days after Bread & butter and will only last two days instead of three. “We believe that due to Jam’s relocation to Munich retailers will get the chance to sort the collections and order in a relaxed way,” said Günther Sommer, marketing and sales manager of Jam. Accordingly, feedback since the announcement has been positive. Brands including Firetrap, Colin’s, Greystone, Gin Tonic and H.I.S have already confirmed their participation.

The very first two editions of Jam were held in Munich’s Zenith Halle in Jul. 2007 and Jan. 2008. The trade show then moved to Cologne before making its debut in Berlin in January.

—Susannah Carey