The man behind The Brandery, Barcelona’s new streetwear show, tells Giselle Wainwright his plans for the event
Streetwear show Bread & Butter (B&B) moved from Barcelona to Berlin for spring 10 - is that why you launched The Brandery? Barcelona has become a centre of urban contemporary fashion in the past few years and we wanted to take advantage of the great opportunity that the market and the city have to offer. Our objective is to establish a relevant platform for the business sector in Europe.
You have subtitled the event ‘Post Fashion Circus’. Could you explain that a bit more? The Brandery is based on the brand taking a leading role, defined by the ‘Post Fashion Circus’, a new idea that goes beyond fashion as an aesthetic concept. It’s not only based on clothing, but on the brands and the people that interact with them. We share the idea that fashion is a form of cultural and personal expression. Therefore, it is about a dynamic and creative relationship established between the individual and the brands. The individual mixes brands and trends, and then filters them through his or her personality. The Brandery is dedicated precisely to these brands, capable of seeing, learning, growing and expressing themselves with and for the individual that lives in the city.
How will The Brandery differ from B&B? In The Brandery, the brands take centre stage. Also, with this trade show we will give a great deal of space to reflection and debate in the area called The Laundry. This is where we will hold performances, presentations, round-table discussions and house a laboratory of ideas focused on the Post Fashion Circus. The city of Barcelona will also be an important factor, not only as a host, but rather will take part in the event with its great historical tradition as a vanguard of design. Plus, the city has a pleasant climate and unbeatable geographic location for the market we are after.
Are you concerned by the competition from B&B? Competition is good because it sets new challenges, so in that sense it’s a stimulus, not a worry. We have learned from B&B. We have taken witness to it, but with the intention of creating a unique event with its own personality.
What is your background? My background is only of relative importance. What has made it possible to celebrate the first edition of The Brandery are the months of teamwork with our collaborators.
What feedback have you had from brands and buyers? Are you expecting a good turnout? The response from all the contacted brands has been very positive, and this has confirmed that launching the show was the right thing to do. In accordance with the rate of recruitment that has been carried out in just over two months, of the 100-plus brands present, 40% are international brands, and we expect more than 10,000 attendees. We are really satisfied with the results, especially if you consider the global economic situation.
What was the last fashion item you bought? A pair of New Balance trainers. I’ve been promising myself to start running soon.
What is your favourite shop? Vinçon [a contemporary lifestyle retailer with stores in Barcelona and Madrid].
What book are you reading at the moment? The Girl Who Kicked the Hornets’ Nest [the latest novel by Stieg Larsson].
Who is your favourite designer? Philippe Starck.
- Pere Camprubì is the founder of streetwear show The Brandery