Zeitung Heute : A dream in denim

Dandies and divas swaggered around, gangsters and gigolos, they crowded around gambling tables in dim corners, everywhere cigarette smoke rose into the air, champagne was served, in the middle was a boxing ring. Welcome to the 1920s! Bread & Butter is back and it opened with an exeptional party. The first to climb into the ring were Berlin’s Mayor Klaus Wowereit and the tradefair’s CEO Karl-Heinz Müller. Later, there was a real prize fight.

In his speech, Wowereit recalled the many struggles that were necessary before Bread & Butter could land at Tempelhof. Now the world’s most important jeans tradefair is setting itself up again in the historic halls of the former Tempelhof airport for the fourth time.

This tradefair is different and has gained an enormous significance in the industry, for Berlin, and above all internationally. First, there's the location: the disused Tempelhof airport, the largest listed building in Europe, a massive myth, unique, timelessly beautiful. Then there's the size of the tradefair itself. This year it has sent out 90,000 tickets to people all over the world. And finally it's what Bread & Butter offers that gives it a special edge: they show you what people really wear, whether they're young or old, rich or poor, big or small.

When Bread & Butter came back to Berlin two years ago after a successful interval in Barcelona, not everyone welcomed them with open arms. Petty political disputes - a hangover from the bitter debate about the airport’s closure - made their move back here more complicated. You don't hear any of that today. The city now has a success story that ignites other ideas and projects, that contributes to Berlin’s economic stimulation and that goes way beyond the airfield. The fact that now whenever you say "Berlin" it really means something in the international world of fashion is down to Bread & Butter's appeal.

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