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Autumn 02

The confidence of the team behind the new concept was displayed in its marketing for the second edition.

TITLE BREAD & BUTTER offshow for selected brands

DATE January 31-February 2, 2002




The confidence of the team behind the new concept was displayed in its marketing for the second edition.

Rejecting a fashion image or a shot of the venue (which it had used for its debut show), the merry “Messe-keteers” went with just a chunky signet ring embossed with the original B&B logo. On the first day of the first event, the organisers personally presented all 100 exhibitors with a limited edition 100% sterling silver ring as a symbol of their gratitude and solidarity.

The first edition had established B&B as the event for cool insiders (“achingly hip but bizarrely named” was the description used by Drapers Record). Its success enabled it to double the number of exhibitors and to begin to develop its plan for the show to become a meeting place for the international jeanswear community. Fake London, Genius, Camper, Great China Wall and Etienne Ozeki were among the newcomers.

Inter-Jeans responded to the young upstart by launching a new concept of its own called Vibes4U. But it was the equivalent of your middle-aged uncle running a drum ‘n’ bass club, and despite the involvement of some useful names it was clear Inter-Jeans’ days were numbered.

B&B, despite its niche positioning, was the new game on the circuit, blending business with fun - it used red double-decker buses to ferry visitors to its crumbling venue. “B&B looks like the certain victor in the Cologne denim war,” Drapers Record correctly predicted, noting that Diesel, G-Star, Pepe and Sixty had all exited Inter-Jeans.

Edwin Japan was one of the few brands to exhibit at both events. “At Inter-Jeans we see retailers we have always dealt with,” marketing manager Sylvia Langer told Drapers Record, “whereas Bread & Butter is about totally new business for us.” While its reputation was growing fast, the event at this stage was still more important for British brands than UK retailers as many B&B exhibitors also showed at 40° and To Be Confirmed in London.

In its ‘Labels to Watch’ report, Drapers Record highlighted Ubi (“an all-denim collection for true denim fanatics”) and the classy Filippa K from Sweden (“something of a welcome anomaly among the show’s streetwear-based offer”).


When I was design director for Action Apparal we were showing our Coca-Colawear and Chilli Pepper brands at Inter-Jeans. I strolled down to take a look at this new trade show. I walked into the heart of the atrium and as I looked at the floors above I knew this was the way forward. It was an exciting alternative to replace the stale formula of the traditional shows.

Terry Fraser, director of denim brand Blood & Glitter

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