Feb 22, 2018 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
This week after the opening day of Bread & Butter Berlin, 14 oz. invited its denim friends to the opening night of THE BLUE YARD, a new pop-up concept in collaboration with Nudie, Denham & Edwin in Berlin Mitte.
Each season during the crazy chaos of the trade shows and fashion week schedule you can expect to see a slew of parties and launches from many of the presenting brands from the show. For Fall/Winter 14, Berlin’s premier denim store 14oz., hosted the launch of a new backyard retail development, which puts indigo jeans back in the heart of Mitte. The Blue Yard pop-up store opened its indigo doors after the first day of BBB showcasing a trio of the denim industries top players including Denham the Jeanmaker, Edwin Europe and Nudie Jeans.
To celebrate the union, attendees were treated to a night of music, film and of course a whole host of denim treats as well as a chance to unwind with some beers and curry wurst and open fires around the courtyard. Denham celebrated with the premier of its film “Denham Psycho” that was showcased in an exclusive cinema within its pop-up. Created in collaboration with Flickering Wall and directed by Hugo Keijzer, the six minute short is an explicit, yet hilarious remake of Bret Eastern Ellis’s cult classic, “American Psycho” that sees the infamous business card scene replaced with a raw denim showdown complete with splashes of blood plashes courteous of Denham’s sheers (check out the video below). Meanwhile, Nudie Jeans brought the noise with a live performance by one of Berlin’s local punk bands as well as live sessions of its repair store, while Edwin Jeans invited friends to check out some of the wonderfully weird art of Ornamental Conifer.
The store will be open throughout January so be sure to head down in your in the city. Opening times 11 am -8 pm; Address 21 Munzstrasse, Berlin.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.