Selvedge Run kicks off this week July 2-4 at the Berlin Expo Center City, marking the second edition since merging with Panorama Berlin. The denim-heavy show will be located in the south entrance alongside the outdoor-focused Zeitgeist show.
And staying true to its denim roots, Selvedge Run will showcase Spring/Summer 2020 collections with authentic stories, timeless design and sustainable production.
“Trends are not the focus of our denim brands,” said Shane Brandenburg, founding member and product manager of Selvedge Run. “They are about heritage, craft, quality and trust.”
Here, Brandenburg shares with Rivet how the show maintains its denimhead vibe and why the outdoor category may prove to be influential for fashion in the seasons to come.
Rivet: What steps has the show taken to maintain Selvedge Run’s boutique-feel since becoming part of Panorama?
Shane Brandenburg: Our new location since the last edition is the entrance hall south at Panorama Berlin. It has an imposing architecture with plenty of light and space. Together with the traditionally manufactured furniture from Noodles Noodles & Noodles Corp. from Berlin, which we use at The Marketplace, the new location provides an appropriate stage and great working atmosphere for our brands.
Rivet: What type of retailer can benefit the most from attending Selvedge Run?
SB: Our focus is on retailers that are open to the trend of combining the topics tradition and current. We think that retailers need to make their product ranges more exciting, integrate new brands to get the attention of the clients. This succeeds when they pick up selected brands with authentic stories and mix them skillfully.
Rivet: Describe the European market for handcrafted goods.
SB: The craft market is definitely growing and becoming more important. Its focus is still very much on male consumers, but it is opening more toward women.
Rivet: What are some new brands to look for, or brands that are presenting something fresh?
SB: We have many exciting new entries this season that I´m looking forward to. For the first time, Gorouta is exhibiting with us outside of Japan. Urban Outdoor products are coming from Heimplanet. Knowledge Cotton Apparel is presenting sustainable clothing. Triumph Motorcycles launches its first lifestyle collection and Tali Kushnir is showing his sustainable collection made in Tel Aviv. Other new brands include: Franz Gustav, Novesta, Men’s Society, LNLA, Pras, Pezzol 1951, Pyrenex, Norfolk Natural Living or Krammer & Stoudt and The Workers Club.
Rivet: How do the product assortments between Selvedge Run and Zeitgeist complement one another?
SB: The topic of Urban Outdoor is growing out of its subculture at the moment. This establishes the demand of a target group that wants to combine sophisticated outdoor with fashion aspects. With this development, we have a very interesting new market potential for retailers. They can offer a corresponding assortment to consumers that would like to stylishly transfer highly functional clothing into everyday life. A very exciting possibility that combines the demand for quality, craft, heritage, active, sport and sustainability with Zeitgeist and cross-over topics.