LYRA MAG.

Tempelhof Airport, Berlin July 1st, 2009 Words, Images Judith Ecochard and from the company website GURU is a hip lifestyle/clothing brand …born in Italy…and now owned by the MASSIVE Bombay Rayon Fashion Ltd. of India (April 2008). What got us interested was the quality of the clothes…and there are over 350 SKUs available. Wow.Gian Maria Montacchini, the brains behind Guru's daisy logo, has returned as "fashion coordinator" according to the press material we got. And apparently this "up market" brand is well known in Europe...as there are 15 stores and 9 franchises across the Pond. There’s a surfer/rocker vibe going on with the sporty collection (50's graphics too). Also the "Logo Life" and "Work" collections of streetwear…have great details (contrast collars), unusual finishes, spot on styling, and top end fabrics (especially the knitwear) in terrif colors and patterns. Other lines are coined “Riviera” and "Biarritz" that’s ...

The ENTRANCE SOME PICS WE COULD TAKE A Wrangler Rider A Shot Of The Space Relaxing on the Runway Swarovski Crystal Arts and Crafts Acting Berlin Mayor KLAUS WOWEREIT Keeps His Cool At G-Star With B&B's HEINZ MULLER READY The Closest We Got To Justin Timberlake At William Rast

Bread & Butter, Berlin Airport Tempelhof July 1st, 2009 Words, Images Judith Ecochard G-Star RAW, the denim based urban lifestyle brand had a separate tent out on the former runway of Berlin’s Tempelhof Airport where they staged several showings of the Spring 2010 line. And we bet they were all as packed as our showing was. Two female harpists plucked away as edgy streetwear and preppy casual looks romped the runway in a well chereographed show...that's always an event.. Black, White and a sea blue turquoise are the dominant colors…for the three distinct lines: the Correct Line (hip tailored separates), the Midnight collection (evening appropriate)…and the P.T. Army line---rugged sportswear. …with a tennis worthy white vest board short length cuts for guys, and cool jeans that fit with a swagger---and with plenty of pocket details, our fav masculine looks. Gals got rather stylish outfits, including a swing skirt with a short matching jacket, denim minis, vests…that one could we...

July 3rd, 2009 Airport Berlin-Tempelhof, “INNOVATIVE FASHION FOR A NEW GENERATION OF MAN” Words, Judith Ecochard Bread & Butter, a massive urban and streetwear tradeshow served up hundreds of exhibitors showing their Spring 2010 collections. We were particularly keen on discovering worthy European brands that are practically unheard in the USA…because of lack of distribution, or in these times, maybe capital to jump the Pond into the lower 48- with a big splash. We got a tip on Strellson , a handsome, line of Sportswear –including the Swiss Cross collection--- and Premium urbane separates, denim, knitwear, leather goods, kickers, eyewear, hosiery, swimwear … etc for modern “confidant, successful, trustworthy” guys, ages 25-40ish--- with style. Strellson is distributed in forty countries…including Canada - so we were a bit embarrassed as to why we never heard of the brand. Especially since they outfit the Real Madrid football (soccer ) players and we are MAJOR FANS of that team! Ri...

TEMPELHOF AIRPORT BERLIN/ COLUMBIAHALLE CONCERT WITH MANDO DIAO June 30th, 2009 20:00 Words, Images Judith Ecochard Berlin’s cutting edge Fashion Week SPRING 2010---that includes Mercedes Benz Fashion Week at the huge white tent set up at Bebelplatz, the Premium Tradeshow and the massive Bread & Butter Tradeshow ( the biggie for the European market)…got off to a rousing start, courtesy of the a fun concert by the Swedish garage style/rock band Mando Diao. The hour-long, high-octane concert took place at the huge concert facility Columbia Halle, just 300 meters from the historic airport Tempolhof…where the hangars are now tricked out with masses of exhibitors showing contemporary attire for Spring 2010 and baggage claim is spinning with show totes.. Even the former air traffic control offices is worked out--- set up as a press lounge we only dream of replicating elsewhere…internet, computers, yum food, drinks-all kinds, and comfy lounge chairs. NICE. Reason To Love It ALL: As so...