The premiere of the new denim fair Jeans Affair Munich (JAM), which took place July 10 to 12 in Munich, fulfilled the expectations of exhibitors and visitors. The show featured 70 brands, including True Religion, Firetrap, Fiorucci, Bench, Pioneer, Freeman T. Porter, Redskins, Nümph and Herrlicher, who presented their new collections in uniform booths and under a relaxed atmosphere.

JAM is a regional business platform. It drew 1,200 visitors from Germany; most of them came from the southern part of the country.
The fair was organized by the Munich Fabric Start Veranstaltungs GmbH, the same company that produces the denim fair Bluezone in Munich, in cooperation with Günther Sommer. “We are very content,” said Sommer. “For the next season we already have new big brands which announced their interest.”