Eric Musgrave

Since 1980, menswear & fashion retail commentator, opinionated thought-leader,
event host & all-round top bloke. Contact me to discuss working together.

Dad and lad at Bread&Butter Berlin

Bread&Butter Berlin is one of my favourite trade events. It’s a massive gathering of the jeans, casual and premium heritage brands in the marketplace. My trip in early July was made even more enjoyable by the company of my son Teddy, who is considering a career in the fashion business. We had a busy five days.

On the evening of Tuesday, July 3 we attended a lavish outside party organised by BBB, happily in the company of my lovely friend Denise Shepherd, CEO of Escada UK, who was in town for Berlin Fashion Week.


By midnight we were at the historic Tempelhof Airport, the site of BBB, for a spectacular catwalk show that was to launch the fair’s “Tempel of Denim”, a brilliant installation that celebrated jeanswear. The runway was a huge wooden table that ran down the middle of the temporary building. The theme of the show was the major religions of the world; guests were offered only water, wine and and bread as refreshments. It was a triumph. I wore my cherished Blood & Glitter denim jacket to get into the blue jeans mood of BBB.





On Wednesday, July 4, Teddy and I were back at Tempelhof for the first day proper of BBB. For the day, I was in a Wrangler denim shirt, Boggi cotton shorts, Oscalito cotton T-shirt, Barneys New York linen cap and Adidas sneakers. In the evening, we headed to the opening party for the Barbour shop. With my Bates silk cap, I wore another Oscalito T-shirt, a G-Star Raw shirt, cargo shorts from Polo Ralph Lauren, Penrose cotton socks and eelskin trainers from Oliver Sweeney.


On Thursday, July 5, we headed for some of the other events in Berlin. Our first stop was the skatewear show Bright, which is held in the unlikely venue of the former Stasi HQ in the former East Berlin. A floor etched with images of the old GDR rulers was very impressive.


We moved on to Capsule, another neat little show. My outfit changes saw me in an old Wrangler denim shirt, plus the previous Bates cap, Polo shorts, Oliver Sweeney trainers and yet another Oscalito T-shirt.


Moving briskly on, we looked in at the Premium Men show, which brings together some of the best high-quality menswear brands in Germany (the larger womenswear Premium show is in the same building). Right next door is SEEK, another gathering of creative international brands. Berlin is busy and buzzing.


Thursday night saw Teddy dragging me out to a rap show organised by the Sport & Street section of Bread&Butter. He enjoyed the music; I enjoyed the free drinks.


On the last day, Friday July 6, Teddy and I bought customised jeans from the Italian denim specialists Candiani, which had a small but highly popular production unit in the Tempel of Denim. It was a brilliant initiative, operated so smoothly by Candiani’s expert and friendly staff, and children’s charities benefited from the proceeds. We both went for unwashed 5-pocket denim jeans, complete with leather patches that we designed ourselves. I was in yet another Wrangler denim shirt, Boggi cotton shorts, Bailey of Hollywood hat and the Oliver Sweeney eelskins.


Our trip turned out to be slightly longer than we expected as our Easyjet flight on Friday evening was cancelled. I spent the evening with friends old and new at an hotel at Schoenefeld Airport. Teddy took the unexpected opportunity to return to the rap theatre for a second show.



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