Bread and Butter: Denim Highlights

So the Denim team is busy reporting from Berlin this week where it is trade show central – BBB, Premium and Capsule are all on our radar so look out for the full reports soon. For now we’ve got a few images to whet your appetite from the first day at BBB:

For BBB S/S 12, denim brands went out of their way to wow the crowds at this huge international trade show. There were live events, store openings and bigger, better and more impressive stands. Diesel went all-out with their new ‘Diesel Island‘ campaign and presented a flag-lined, sand-filled walkway into their denim haven  (top middle image) that housed their new Jog Jeans range (launched last week) as well as some key new directions for next year including an ecru-workwear story for guys and plenty of drapy Tencel® for girls.

Levi’s Vintage Clothing and Lee both looked to 1950s vacation-wear for S/S 12: cut-off denim shorts and colored, sun-bleached chinos sat with printed hawaiian shirts and 50s cinch-back indigo rigids. The short-sleeved chambray shirt became the new key high summer item for guys for many brands.

Mavi, (bottom left image), put on a great display of creativity with their ‘Denim Kitchen’ workshop. They enlisted the expertise of three artists, ANTON UNAI, SUPERBLAST and LINDA EHRL, to customize and create. There were no boundaries on this style-creation process: everyone was invited to pick up a paint brush or spray can, beat denim with a hammer, stitch it, rip it and patch it.

Then in the evening, we headed over to the Closed store opening in Berlin-Mitte on Alte Schönhauser Straße in cooperation with 14 oz, which we’ll blog about soon. Then it was on to the Levi’s global launch event at Levi’s new print workshop in Alte Munze:

A huge screen printing workshop is taking place until August 18th at Housed in a temporary venue in the city’s former mint “Alte Münze”. Visitors will be able to use state-of-the-art -screen devices and creative drawing desks from renowned specialist shop Rainer Schnell to create their own hand-printed T-shirts and print their own postcards and digital artwork. This follows their other workshops in N.Y. and San Fransico, which we previously blogged about on the DDD. We were also treated to a live performance from the Vaccines.


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