The latest edition of Premium registered a slow beginning on Tuesday morning but all the rest of time it was very busy and crowded. Exhibitors were happy with the results they achieved, while visitors discovered many new hot ideas.
The event’s atmosphere was lively and friendly, with high attendance mostly from Germany and the other DACH countries. In addition, there were several visitors from Benelux and Northern European countries.
From the very first day parties and get-togethers on the show floor enlivened the atmosphere. A most crowded event, for instance, was the Nobis cocktail gathering that welcomed more than 150 people–including German VIPs.
Also captivating was the Pop-up Kneipe event organized as a collaboration between Sportswear International, Premium and Gabba. The Danish casual total look brand hosted artists who customized some of its jean jackets and tops onsite. “We asked these artists to decorate denim pieces according to one of the mottos that best represents us–Dedicated 2 Denim–as we are totally dedicated to the making of great products and offering our customers the best service,“ said owner Nikolaj Madsen.
Most exhibitors confirmed their satisfaction. “This is an important showcase for us,” commented Ellen Kegels, owner of the knitwear brand LN Knits. “Here we can find medium-high customers who can appreciate our products better than in other shows, including Pitti, for instance.” Also Simone Ponziani, the owner Artcrafts who was there selling his own outer jacket brand Canadian Classics, commented: “We are faithful to this show as it always fulfills our expectations and gives us the opportunity to meet German customers.”
Liu Jo also plans to continue to exhibit at Premimum. Calo Meli, Liu Jo’s commercial director, explained: “Season after season we continue to participate because we can show–in addition to all of our collection–some products we are specialized in and clients recognize us for. Among them, for instance, there is our vast jeans collection, our bags’ selection, and our athleisure line. This selection debuted about three seasons ago with a few pieces and now it has grown to become a complete total look our customers love. The market missed such a product—comfy, feminine and at a very profitable price-quality ratio.”
We have compiled our highlights for you here:
The ’80s are back–with a new soul
Eighties looks are dominating many collections with boxy oversized jackets and down jackets.
Colmar reinterpreted this trend with bright boxy down-jackets in contrasting colors completed with lively colored fake fur sleeves. Similarly Oof, offers bright unisex colorful down jackets. Gas bets on sequin-covered down jackets and Liu Jo’s athleticwear collection offers sweatshirts carrying silver stripe prints or sequin detailing.
Also following the trend of bold ’80s colors are Ksenia Schnaider’s tops, dresses and sneaker uppers made with a patchwork of recycled colorful period tracksuits that have been reassembled.
Fast & Fur-ious
Fur coats are hot. And it doesn’t matter if their fur is real or eco-friendly. All variants are on trend whether they are brightly colored, with cool motifs such as mini skulls, or irregular stripe motives as seen at Jakke Free From Fur, or covered with a crackled metallic coating then as presented by It Peace. Multicolored funky trimmings also complete parkas’ hoods and inners as seen at Canadian Classics and Moose Knuckles.
Denim’s new funky twist
In addition to a variety of basic jeans collections, Premium also hosted some new interpretation of denim collections. Ksenia Schnaider presented a series of denim jeans and jackets made with a patchwork of different blue hue denims–often fringed, unfinished or carrying removed stitch marks. Colmar also offered a selection of waterproof jackets made with Japanese premium denim completed by synthetic teddy bear inner linings or trimmings and Seven7 added some sophisticated velvet bell-bottoms in cool blue hues.
Grunge icons are back
The market continues to search for new heroes. Gas has launched a new T-shirt capsule collection that celebrates grunge icon Kurt Cobain as a new exhibition dedicated to the beloved Nirvana front man was recently inaugurated in Bologna at Ono Art gallery called “Kurt Cobain 50: Grunge in Photos by Michael Lavine.” The limited edition capsule offers 2,000 numbered T-shirts and sweatshirts decorated with the American artist’s unmistakable grunge look.
Baby, it’s cold outside
High-tech coldproof jackets continue to be musts. Among the brands showing them is Refrigiwear, formerly part of Sixty Group and now bought back by entrepreneur Renato Rossi, co-founder of Sixty, who manages it together with his sons Tommaso and Lorenzo. This historical US jacket brand founded in 1954 was traditionally used in NYC’s Meat Packing District inside the meat cellars and fridges. Today the brand has many new coats and jackets–reversible, in different weights up to three-layer protection and made with quality fabrics by Limonta and Lazzati.
Mixing and matching
Antony Morato continues its path of renovation. For this season the brand will no longer offer its different Black, Silver and Golden Label collections, but a new selection of interesting contemporary menswear outfits that mix smart coats with denim jackets, added with colorful ’90s-inspired patterned shirts.
Drive my car
Luxury sports car Automobili Lamborghini brand continues to enlarge its sportswear and accessory collection. A new partnership is debuting and involves leather specialist Hettabretz for the launch of a new suede jacket. Also new are leather perfectos and a unique parka jacket in a breathable weatherproof and tear-resistant fabric decorated with hand-sewn stitching forming the iconic hexagonal Lamborghini motif.
Completing the offer are streetwear inspired T-shirts with cool geometric motifs.
For more information on trade shows check out DFV Group’s expocheck.com.