The title ‘Supershow’ of the upcoming edition of Bread & Butter already anticipates that it will be an event full of parties and celebrations. Eventually, ‘the tradeshow for selected brands’ is celebrating its 10-year-anniversary with a grand opening on the eve before the official kick-off of Bread & Butter with live-acts such as Mos Def, Airbourne or Deichkind. The so-called ‘Supernights’ will take place each evening of the fair (July 5-7), each night starting at 7pm.

From July 6-8, again the historic halls of former Tempelhof airport in Berlin will house the tradeshow that is fully booked. Organizers expect over 600 exhibitors – about as many as last year – featuring old acquaintances like G-Star Rwa, Diesel, Levi’s, Desigual, Custo Barcelona, Wrangler and Hilfiger Denim, but also new names such as Victorinox, Strenesse Blue, Prps Goods & Co., Lacoste L!ve, Denim &Supply Ralph Lauren and Buttero.

Regarding the concept of the show as well as the layout of the different areas, organizers have maintained to divide the halls into the different segments Sport & Street, Street Fashion, Fashion Now, Style Society, Denim Base, Urban Superior Women, Urban Superior Men and L.O.C.K. Moreover, with ‘Desert Land’ there will be a completely new designed outdoor area presented by Sport & Street that is inspired by hippie parties and music festivals. Visitors can get the S&S Survival Kit, a package containing the basics to ensure survival in a desert emergency.

On the first day of the show, July 6, at 9am, the movie ’10 years Bread & Butter’ will be presented which tells the story, documents the evolution, progression and the most important milestones of the fair.

In order to involve also the public, the Bread & Butter Shopping Nights are happening for the first time. On Wednesday, July 6, and Thursday, July 7, around 100 stores in Berlin Mitte will be extending their opening hours until 10pm. Karl-Hein Müller, Managing Director of Bread & Butter, said: “We want Berliners with an interest in fashion to become even more involved in these fashion happenings and to be able to soak up the city’s unique fashion flair, even if they aren’t entitled to visit the events only open to professional visitors.” In addition, a large number of new store opening are also planned to take place during that time, including Closed by 14 oz. (see our report), Eastpak, Mykita, Pointer Footwear, Scotch & Soda, and True Religion.

“The return to Berlin was the dead right decision,” says Müller. “Berlin has distinguished and established itself internationally as ‘The Capital of Street- and Urbanwear’ and is the ideal metropolis for Bread & Butter. For the next 18 years, we have committed ourselves to the location Berlin.”

The date for the winter edition is already set for January 18-20, 2012, at Tempelhof.
Calendar of events Berlin