Following a successful debut, Shift is set to host its second menswear-focused edition on June 29 and 30, 2025, at the iconic Muza building in the Taets Art and Event Park, Zaandam, Netherlands. Housed in a former bullet factory, the venue offers a distinctive industrial backdrop ideal for an event dedicated to connection, innovation, and menswear trends.
With its growing reputation in Northern Europe, particularly across the Benelux and Germany, Shift continues to attract attention. Over 80 per cent of last year’s participating brands are returning, joined by new and established names spanning classic menswear, streetwear, denim, sportswear, and avant-garde fashion.
The event follows a ‘plug & play’ model, providing brands with pre-arranged facilities, eliminating costly booth setups. This approach fosters open dialogue and collaboration, staying true to Shift’s mission of accessibility and creative exchange.
Responding to feedback from brands and retailers, Shift is introducing new features, including dedicated order areas and temporary showrooms. These additions are designed to streamline the buying process, enabling brands to schedule appointments and write orders during the event.
Beyond fashion, Shift is expanding its scope to include partners from branding, digital marketing, and in-store retail solutions, offering attendees insights into customer engagement and business development.
The raw, open spaces of Muza lend themselves to creative expression, making it an ideal venue for brands to showcase identity and for retailers to discover new ideas and partnerships. Shift positions itself not just as a trade fair, but as a catalyst for change in the menswear retail landscape.
