Everything You Need to Know About Denim Première Vision in Berlin – Sourcing Journal

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Premier Vision denim finally made its Berlin debut on May 17-18 at the Berlin Arena.

The denim trade show, which switched to a “roaming” format in 2018 that allowed it to jump into different cities and markets, had planned a Berlin event in November 2020 but was forced to cancel due to the coronavirus.

With 82 exhibitors spanning denim manufacturers, garment makers and trim suppliers from Turkey, Italy, Bangladesh, China, Japan, Pakistan and more, Denim Première Vision exhibition manager Fabio Adami Dalla Val said the event was on track. to offer participants pre-pandemic energy and access to new collections. The new addition called the “fashion district” will offer local designers and brands a space to showcase their upcoming collections. Trend seminars, panels on Germany’s fashion environmental footprint and videos on sustainability and circularity are also on the agenda, as well as a cocktail party organized in partnership with Naveena Denim (NDL).

“Berlin is one of the most creative cities in Europe where different cultures, identities and fashion experiences meet and have the opportunity to be expressed,” said Adami Dalla Val. “We are in Berlin for the first time trying to learn and find the best way to integrate ourselves within the city.”

It will also mark the return of Turkish factory Isko to the denim trade show after vacating its previous Denim Première Vision post a few years ago. There, the factory will begin its new collaboration with denim developer Paolo Gnutti. The Isko Luxury collection by the PG collection combines the factory’s “responsible advanced denim technology” with Gnutti’s creative approach to high-end design.

Denim Première Vision will continue the online conversation by hosting Digital Denim Week May 16-20, offering viewers the opportunity to hear from exhibitors.

Location, location, location

Organizers described Berlin as an inspiring backdrop for new fabric collections and concepts. With 2,800 registered companies in Berlin’s fashion industry, 800 brands and designers, nine fashion schools and 60 special annual fashion events, the city is widely regarded as Germany’s fashion center.

It is also recognized for its commitment to sustainability and technology, including fashion technology. Companies such as B2B clothing chain Foursource, sustainable fashion platform Panaprium and rental solutions company RE-NT headquartered in Berlin.

“It makes the ideal city to talk about the denim renaissance,” says Adami Dalla Val.

Hosting a denim trade show also makes sense from a business perspective, he says. A study conducted on behalf of CBI by M-Brain GmbH found Germany to be the largest denim import market in Europe with a denim import value of 2 billion euros ($2.1 billion) in 2020, equivalent to about 173 million units of clothing. Men’s denim products accounted for 64.2 percent of the import value and were higher (11.70 euros, or $12.36) than women’s denim products (11.41 euros, or $12.05).

“By settling in Berlin, Denim Première Vision takes a new step towards exploring denim today and tomorrow,” said Adami Dalla Val. “Denim is modern and inspiring, free from the rules of conservative fashion. Creative denim, respect for the environment and people, and [ready for] technological innovation.”

Cost factor

Fashion and innovation are what keep consumers coming back for more, but practical matters such as the cost of raw materials will be the main concerns of exhibitors and exhibitors.

Adami Dalla Val said the price increase had not yet reached the lower-middle retail segment because the existing stock had been purchased before the inflation rate the company is currently seeing. However, the next two years will bring many changes in the fashion industry.

“Increasing production costs, and even more shortages of raw materials, are changing the company’s infrastructure,” he said. “I think many will not be able to adapt to the obvious consequences. It is difficult for a brand to change their market position.”

Silver lining is a must-have, especially for denim, which Adami Dalla Val describes as the most “flexible and adaptive” product category in fashion because it can be appreciated on all levels and produced almost everywhere.

Building a “stable and serious” relationship, he added, would result in more opportunities for brands and suppliers. “To change the way we produce, the way we imagine and create products and communicate them, we need to [to work together] to exchange experiences and best practices with an open mind and transparent open source,” he said.

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