WE HOPE TO SEE ACROSS THE POND
BREAD & BUTTER, BERLIN
Words, Images Judith Ecochard
Many European labels tread violate the American motto” Don’t Tread on Me”---because of their names...too close for USA trademarks (as in fashion denim label Tribeca New York---).
CAMPUS 72- Preppy takes on USA Collegiate---
There were a few collections we took in at Bread & Butter Tradeshow---that we hope---figures it out…in time for the S/S 2011 lines that start delivery in late November/December..
Slugging it out and hanging out for fashion
GAS "Essensual Jeans"--had an architectural modern exhibit space--- a very clean Hotel set up---with different rooms featuring the many collections this denim focused lifestyle brand offers.
The Boyfriend barely makes a blip here---what we saw at GAS was innovation.
AS IN reversible jeans ---we couldn’t take pics…but saw how it all works denim one side, printed fabric on other. Great for travelers or those that tend to spill stuff on their clothes…as well as the thrifty who get two looks in one.
---In the subways...
GAS also invests in technology---and we saw the best jeggings ever---made with heat technology that seals the “seams” but in fact serve up seamless garments. This is typically seen in the performance wear we review---to prevent chafe…
Here the seamless MO is just as desirable ---these are close fitting garments. WE LOVE how Gas jeggings won’t leave obnoxious imprints on our skin either, like what our sunglasses do to the bridge of our nose when we take them off.
The brand has flagship stores in Milan, Berlin, Hamburg, London and Tokyo…all fashion forward destinations.
Tapered Looks---no baggy
GIO GOI is a Pentland Company (huge Brit entity)…that’s a “lifestyle fashion brand” with “new everything.” It started as a cult fav label for the Rave set with its denim and shoes...but has Rhianna as a very 21st century celeb.
Diesel---with it’s BE STUPID (smart listens to the head, stupid listens to the heart)…is looking awfully BRILLANT…especially after some of it’s advertisements were banned in the UK as being offensive. Well talk about a free, thank-you very much, buzz machine.
And yes, “Smart May Have The Brains, But Stupid Has The Balls” is not a tagline for some Jersey Shore reality star…but was probably hurled at Diesel founder Renzo Rosso when he decided wwwaaayyyy back in the early 80’s---to launch a premium “aspirational” brand of denim---and charge what he did. SO who’s dumb now---that guy is a jeans' deity. Bravo.
Beverage of choice...Beer