Bread & Butter's Berlin show that was to be held from January 19 to 21, 2015, has been canceled. This is a trade show that provides a creative marketing and communication platform for selected brands, labels and designers. It covers denim, sportswear, street fashion, function wear and casual dress up. The first show opened in 2001 when it started as an off-show for selected brands. It was meant to be a reaction to the stuffy and uncool presentation of jeans and accompanying gear at the long established trade shows.

Over the years it acquired a reputation as an international specialist trade fair for street and urban wear. It became a meeting point for buyers, traders and representatives from the textile industry. One reason for the cancellation is that the organizers could not motivate sufficient number of exhibitors to participate. The business has changed substantially due to the boom in online trade and the rise of the so-called vertical brands. Heritage denim brands were no longer interested in showing up at Bread & Butter.

However, the cancellation did come as a shock to the fashion and retail world and especially for the jeans, street wear and men’s casual fashion sectors. A similar show was to be held in 2015 in South Korea. The fate of this is uncertain.

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