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Bread & Butter Preps for a New B2C Shopping Experience

Three days of limited edition drops, exclusive products and “see now, buy now” fashion is heading Berlin’s way.

Bread & Butter by Zalando will present The Pop-Up of Style and Culture, a business-to-consumer experience that blends fashion, music and culture. The ticketed event, which will take place at the Arena Berlin on Aug. 31-Sept. 2, invites brands to unleash creative activations, pop-up shops, and release exclusive products and preview collections.

This year, the Pop-Up of Style and Culture will also mark the launch of a new e-commerce platform accessible via breadandbutter.com that will sell exclusive product drops and limited edition items from the event.

Adidas Originals, Converse, G-Star Raw, Levi’s, Nike, Puma, Reebok and Vans are returning exhibitors, and new brands include Carhartt WIP, Columbia, Diesel, OBEY Clothing, MAC Cosmetics, Maria Black, The North Face and Weekday.

Among the brand highlights, G-Star Raw will host a panel conversation on sustainability together with its new collaborator, Jaden Smith.

Adidas Originals will spotlight the “’90s spirit” of its archive Falcon models, while Nike will present deconstructed versions of some of its iconic styles.

Timberland will introduce Timberland Park, a space where attendees can reconnect with nature and learn more about Timberland’s ongoing commitment to environmental causes. And The North Face will debut an experience that combines outdoor, fashion, design and music with a unique limited edition product drop designed exclusively for Bread & Butter.

Attendees can participate in activations like customization, deejaying lessons, skate workshops and make-up masterclasses. Guests can also enjoy nail salons, blow dry and braid bars, and street food by Berlin’s trendiest eateries.

The Pop-Up of Style and Culture is the third edition of Bread & Butter since Zalando acquired it. Last year Bread & Butter attracted more than 30,000 visitors, which led to 1.45 billion impressions and a reach of 35.4 million via livestream.

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