Bread and Butter: Temple of Denim

We’re all geared up for the biggest Europien trade show of the season today: Bread and Butter Berlin!

And we’re doubly excited to hear that this season the show will be unveiling a special area in the denim base devoted to all that is indigo. This Tempel(h)of denim is a 3,000 square meter denim shrine that will extend right from the denim base onto the tarmac of Templehof runway. For the construction the fair has modeled itself on Berlin’s new National Gallery: in the style of a temple, steps will lead up to the raised, glassed-in exhibition spaces.

Between 30 and 40 leaders and innovators in the denim field will exhibit here including Jason Denham, Closed, Seven, Atelier LaDurance, 3Sixteen, and many others. We’re also excited to hear that Designer Scott Morrisson will also be on hand in Berlin with a small pop-up offshoot of his New York-based concept store 3×1.

In addition to the denim labels, there will also be presence from leading mills such as Collect Japan and Orta Anadolu as well as a presence from TRC Candiani:

The Italian denim specialist are presenting ‘Laboratorio’, an initiative involving two other players from the global textile industry: Italian apparel Interwashing Group (Elleti) and Okinawa, a company specializing in research and development of accessories for the textile industry.

The project aims to present all three companies’ experiences and “Made in Italy” craftsmanship and recreate the whole manufacturing process of five-pocket jeans “live” in a real Lab, bringing in qualified workers, machinery and tools. Laboratorio experts will help visitors create their own jeans with the style, fabric, treatments and finishings of their choosing. Guests will then experience the entire production process – from sewing to washing to lasering and the customization of the label. They will be able to pay between €50 and €80 for a pair of jeans that normally go for €200 at retail. (info Curtesy of Sportswear international)

All this, plus two live shows a day within the gates of the temple, we’re pretty excited to get there, so see you in the Temple!


Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.