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Spring 05

For the July 2004 edition, B&B Berlin made its biggest-ever leap, adding 200 more exhibitors to head towards 600 in total.

TITLE BREAD & BUTTER BERLIN tradeshow for selected brands

SLOGAN “Berlingold”

DATE July 16-18, 2004




There was a swagger about the event now, which was reflected in the marketing imagery for “Berlingold” and its accompanying slogan “In Gold We Trust”. Its massive success was beginning to be a problem. Drapers noted that virtually everyone in young fashion now went to Berlin. “With the popularity of the show, you can’t expect to find many hidden gems any more, but the social side makes up for it. Berlin is party central,” our seasonal show guide advised.

Some 34,000 visitors were counted, including 2,117 from the UK, about double the number who had travelled out in January. Such was its importance to the casualwear sector, Drapers sent five journalists, plus a graphic designer, to B&B for the full three days.

B&B’s pitch at the sub-designer level seemed to be perfect for the UK market, where upmarket retail casualties in the preceding months had included Sefton and Jones in London, Van Mildert in the Northeast, plus MC and Nicholls in Birmingham. The spring season had been a tough one across the board.

The B&B team had a rare setback when it was forced to postpone its proposed separate womenswear show, Milk & Honey, and announce that the concept would be included within the following season’s main event. Karl-Heinz Müller revealed that his idea was to have 1,000 brands in Berlin at an all-encompassing fashion gathering. “Our vision is that everything in the contemporary clothing culture should be here in Berlin,” he declared.

In looks, denim was cleaning up, going both lighter in weight and darker in shade. Progressive retailers began to move away from heavily embellished looks. Pastel shades continued to be good for men, picking up on a southern California surfing or pool party vibe. Girls enjoyed a hippy look, but without being too grungy; the bohemian gypsy trend continued. A punky undercurrent still influenced streetwear. Men’s trainers continued to be brightly coloured. 

Cowboy boots joined Uggs as the girls’ favourite footwear; the Aussie sheepskin boots were part of B&B’s official uniform. And in the aisles, super-hot brand Superdry announced it was not opening any more domestic accounts.


My favourite memory of Bread & Butter is the doors opening at 10am and our stand being mobbed by 10.01am.

Julian Dunkerton, chief executive of SuperGroup, which shows the Superdry brand at B&B

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