Sweltering in the heat, the SS19 edition of Revolver tradeshow (8-10 Aug.) was off to a sunny start. Housed yet again within the centrally located Øksnehallen, this time the fair landscape had been re-formatted to show exhibitors from a slightly different angle – focusing less on the central aisle so as to encourage visitors to explore the space as a whole. The booths towards the back were as inspiring and creatively executed as those closer to the entrance – a rarity in tradeshow circles as the quality tends to dwindle the further one ventures from the front and central areas. Revolver’s fresh approach is part of its mission to prioritize consistency and quality over the potential growth of brand numbers from season to season.
The many exhibitors we spoke to were positive about the changes and this Revolver edition in general. “The new format is bright and airy and it’s given the show a lift – there’s a buzz, and it’s noticeable among exhibitors and visitors alike,” said Rasmus Striberg, who manned the Soulland booth on our visit on day one. Tom Bettison, Rains’ UK country manager, was equally upbeat: “The new set-up has opened up the space, making it easier for visitors to browse. I think it works really well. As for the show itself, it’s attracting more and more international visitors – there are plenty of Brits around in particular this season.”
The international attendee boost is likely to be the result of Revolver’s new partnership with Pitti Uomo, which saw the Copenhagen fair set up a guest-space in Florence in January 2018. To comment on traffic, day two and three saw a steady stream of press and buyers, while the first day was a bit mellower in comparison – most likely due to the unusually hot weather.
As for the Revolver SS19 brand mix, some 300 exhibitors took part as per previous outings, mixing longtime Revolver supporters such as Henrik Vibskov and Wood Wood with new additions. Australian-based denim label Abrand counted among Revolver’s first-time exhibitors. Said sales manager Magnus Blancér: “Abrand only entered the European market last season and our exhibiting at Revolver marks our trade show premiere. We’re here to introduce further European buyers to the brand, which has a very strong following in its native Australia.”
Here, a few highlights across denim and premium casualwear:
Working on its eco credentials, Danish brand Soulland has introduced Logic – a new line of sustainable logo-based jersey staples crafted from organic cotton. The first drop of this mid-season affair is due to hit stores in November, followed by another one in April. Brightly hued tees and hoodies – all featuring Soulland’s freshly designed logo, created by Marco Pedrollo of Ironflag – hung installation-style at Revolver, injecting a flash of multicolor to the show landscape.
Softly does it
There’s a softer, more relaxed vibe to The Cooper Collection’s offerings this season. Hanging alongside the raw jeans that form the basis of this denim-head’s dream of a line, the first-time Revolver exhibitor presented pieces crafted from Kurabo denim so softly woven it could be mistaken for a knit. A late 1970s archive-inspired men’s jacket with an extended yoke and a slightly longer length caught our eye. There’s also a women’s jacket in the same material, and jeans for both genders.
Swedish brand Tretorn’s hybrid-line of footwear continues to evolve. For SS19, two new styles have been added: Atmos Hybrid, a lace-up ankle boot crafted from waterproof neoprene and PVC-free rubber; and Urban Hybrid – a sleek, slip-on variety made from the same water-busting material.
Danish rainwear brand Rains continues to innovate, while figuring out what consumers expect from rain gear today. Some raincoats on display were crafted from a semi transparent material – the white version will appeal to those wanting to flaunt an outfit underneath. Bags, meanwhile, have been updated with practical features such as protective laptop compartments, extra pockets and reflective panels.
New kid on the (European) block
Making its Revolver premiere, four-year-old Australian denim name Abrand showcased a selection that captured its trend-led cool well – tomato-red cord jeans shared space with destroyed denim shorts, dungaree skirts and paneled mom jeans. The line – owned by ThreeByOne group, co-founded by denim brand Neuw’s creative director Pär Lundqvist – has been picked up by the likes of ASOS and Zalando for FW18, marking Abrand’s first foray into the European market.
Take a hike
Inspired by the SS19 outdoor theme, Wood Wood’s latest unisex sneaker features an upper made from lightweight, breathable mesh and suede panels. Even the Vibram sole and hiking laces adhere to the outdoor vibe, giving the look a suitably rugged feel. Elsewhere in the Wood Wood universe, the brand’s just opened a “souvenir store” in Copenhagen’s Kastrup airport, serving up clothing, accessories and footwear as well as a smattering of objects.
Denim has always been central to Norwegian brand Livid’s offer, and for SS19, selvedge in different weights and washes have been used extensively for jeans as well as jackets in many different guises. Zip-ups, workwear-inspired and classic truckers hung side by side in the brand’s roomy booth. Ecru denim also featured – a major trend for SS19.