The mood on the opening day of streetwear trade show Bread & Butter was upbeat, with queues of buyers forming outside Berlin’s Tempelhof airport long before the doors opened this morning.
The number of visitors was on a par with the same edition last year but while UK buyers were conspicuously absent first thing, denim brands including G-Star and Diesel said that they had appointments from late morning onwards and were confident that they would write a large number of orders.
Jonny Hewlett, UK managing director of denim brand Diesel said: “It’s early days. We have already opened our campaign and there is a lot of initial viewing feedback from Christmas and ballpark figures around the buy. All of that is positive and strong sell throughs are a good basis for the show.”
James Brown, group product director at Shop Direct, said that the home shopping group had substantially increased its budget for autumn 11 and that he had bought a team of 17 people to the show to take advantage of the breadth of brands on offer.
“This is the most important show for us,” he said. “It is a great opportunity to meet the brands. We are excited by what we have seen of the brands so far. They are focusing on their true identity and handwriting and heritage.”