![Karl-Heinz Mueller BB by foto-di-matti 5090](https://upload.wikimedia.org/wikipedia/commons/b/b0/Karl-Heinz_Mueller_BB_by_foto-di-matti_5090.jpg)
Bread&Butter was an annual Berlin-based event and a year-round online shopping hub by
Zalando
Zalando SE is a publicly traded German online retailer of shoes, fashion and beauty. The company was founded in 2008 by David Schneider and Robert Gentz and has more than 50 million active users in 25 European markets. Zalando is active in a vari ...
.
Access to pre-launches and rare items, with a particular focus on streetwear and sneakers, is part of Bread&&Butter’s DNA. Brands such as
Vans
Vans is an American manufacturer of skateboarding shoes and related apparel, established in Anaheim, California, and owned by VF Corporation. The company also sponsors surf, snowboarding, BMX, and motocross teams. From 1996 to 2019, the comp ...
,
adidas
Adidas AG (; stylized as adidas since 1949) is a German multinational corporation, founded and headquartered in Herzogenaurach, Bavaria, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufactur ...
,
Eastpak
Eastpak is an American worldwide lifestyle brand founded in Boston, Massachusetts, specializing in the design, development, manufacturing and worldwide marketing and distribution of a range of products including bags, backpacks, travel gear and a ...
,
Nike
Nike often refers to:
* Nike (mythology), a Greek goddess who personifies victory
* Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment
Nike may also refer to:
People
* Nike (name), a surname and feminine give ...
, and many more, created unique products specifically for release at Bread&&Butter.
The last Bread&&Butter weekend took place at
Arena
An arena is a large enclosed platform, often circular or oval-shaped, designed to showcase theatre, musical performances, or sporting events. It is composed of a large open space surrounded on most or all sides by tiered seating for spectators ...
Berlin from August 31- September 2, 2018, with the tagline, “The Pop-Up of Style and Culture” and a “see now, buy now” concept. The three-day weekend showcased fashion, culture, and music, and attracted around 35,000 visitors.
International music artists performed live each evening at the venue, as well as DJ sets scheduled on different stages throughout the day. The weekend drew influencers and celebrities from around the world to Berlin to take part in various activities as well as in live panel discussions on current cultural topics.
Pop-up fashion shows were a key highlight during the weekend, showing new season collections and limited edition products from a selection of brands. A variety of food stalls were set up across Arena and the surrounding areas, offering popular street food dishes and drinks to guests.
History
The original “Bread & Butter” tradeshow was founded by German entrepreneur Karl-Heinz Müller together with Christian Geyr and Wolfgang Ahlers and premiered in July 2001 in
Cologne
Cologne ( ; german: Köln ; ksh, Kölle ) is the largest city of the German western States of Germany, state of North Rhine-Westphalia (NRW) and the List of cities in Germany by population, fourth-most populous city of Germany with 1.1 m ...
-
Deutz. It was initially conceived of as a bi-annual fashion industry trade show "for the progressive, contemporary clothing culture". It had a spin-off in Barcelona from 2005 and completely relocated there in 2007. The tradeshow came back to Berlin in the summer of 2009 and relocated to the historical hangars of
Tempelhof Airport
Berlin Tempelhof Airport (german: Flughafen Berlin-Tempelhof) was one of the first airports in Berlin, Germany. Situated in the south-central Berlin borough of Tempelhof-Schöneberg, the airport ceased operating in 2008 amid controversy, leav ...
.
In June 2015, the trade fair was acquired by Berlin-based fashion and tech company
Zalando
Zalando SE is a publicly traded German online retailer of shoes, fashion and beauty. The company was founded in 2008 by David Schneider and Robert Gentz and has more than 50 million active users in 25 European markets. Zalando is active in a vari ...
. The e-commerce platform relaunched it in 2016, turning the fashion industry event into a weekend open to the public. It hosts pop-up stands from the brands available on zalando.com, with the aim to ‘democratize fashion’.
Past music lineups have included various international headliners such as
A$AP Rocky
Rakim Athelaston Mayers (born October 3, 1988), known professionally as ASAP Rocky ( ; stylized as A$AP Rocky), is an American rapper, music producer and record executive. Born and raised in Harlem, he embarked on his musical career as a membe ...
,
M.I.A and
FKA twigs
Tahliah Debrett Barnett (born 17 January 1988), known professionally as FKA Twigs (stylized as FKA twigs), is an English singer, songwriter, and dancer. Born and raised in Cheltenham, she became a backup dancer for numerous famous musicians aft ...
, as well as supporting local DJs from Berlin. Each day of the event culminates in an after-party at the venue.
The 2017 fashion shows included collections from
HUGO
Hugo or HUGO may refer to:
Arts and entertainment
* ''Hugo'' (film), a 2011 film directed by Martin Scorsese
* Hugo Award, a science fiction and fantasy award named after Hugo Gernsback
* Hugo (franchise), a children's media franchise based on ...
,
Topshop
TOPSHOP (originally Top Shop) is a British fashion brand for women's clothing, shoes and accessories. It was part of the Arcadia Group, controlled by Sir Philip Green, but went into administration in late 2020 before being purchased by ASOS (r ...
and
G-Star
G-Star (sometimes also written G*STAR, G★ or G★STAR; ) is an annual trade show for the video game industry presented by Korea Association of Game Industry and Busan IT Promotion Agency in November. Originally held in the Seoul Capital Area ...
, as well as a retrospective show by couture designers
Viktor & Rolf
Viktor & Rolf is a Dutch avant-garde luxury fashion house founded in 1993 by Viktor Horsting (born 1969, Geldrop) and Rolf Snoeren (born 1969, Dongen). For more than twenty years, Viktor & Rolf have sought to challenge preconceptions of fashion an ...
. The same year,
Vivienne Westwood
Dame Vivienne Isabel Westwood (née Swire; born 8 April 1941) is an English fashion designer and businesswoman, largely responsible for bringing modern punk and new wave fashions into the mainstream.
Westwood came to public notice when she m ...
opened an onsite exhibition dedicated to her work, as well as hosting an inspirational talk on stage at Festsaal.
2017 also saw several panel discussions with a variety of topics.
Adwoa Aboah
Adwoa Caitlin Maria Aboah (born 18 May 1992) is a British fashion model. In December 2017 she appeared on the cover of British ''Vogue''. She has also been on the cover of ''American Vogue'', ''Vogue Italia'', '' Vogue Poland'', and '' i-D''. I ...
hosted an empowering Girl’s Talk session and
Wyclef Jean
Nel Ust Wyclef Jean (; born October 17, 1969) is a Haitian rapper, musician, and actor. At the age of nine, Jean immigrated to the United States with his family. He first achieved fame as a member of the New Jersey hip hop group the Fugees, a ...
told his life story during an intimate live discussion.
2018 edition focused on fashion accessories, music, and other consumer electronics.
After the 2018 event, Zalando announced that they will discontinue the event, because “It doesn’t fit into our long-term strategy”.
List of B&B shows
Schedule of Bread & Butter shows, their locations and mottos:
References
External links
*
Official Bread and Butter websiteOfficial Bread and Butter websiteBread and Butter at Tempelhof websiteTrade fair stands at B&B gallery (2012)
Bread and Butter at ''Creative Germany''
{{Authority control
Fashion events in Germany
Events in Berlin
2001 establishments in Germany
Recurring events established in 2001
German fashion
Annual events in Germany
Trade fairs in Germany
Autumn events in Germany