Bread & Butter Day 3

As the show came to an end today, attendance was down from the first two days.  Most people finished business late yesterday and chose to travel back to their homes today.  This gave us the opportunity to move with ease and visit with more brands and marketing directors who suddenly had some much valued down time to reflect on a show that for most relevant brands was positive.  
Today we spent time with brands; Havaianas, the Brazilian sandal company who are launching a very unique footwear line incorporating their famous rubber sandal as an in sock.  Scotch & Soda the Dutch mens and womens fashion line who seems to have a perfect mix of styles, fabrication and price points.  (As well had a great tea bar upstairs of their showroom).  Look for this brand to really grow.  Ben Sherman who are moving along quite nicely with a very strong collection for Fall 2010.  Miss Sixty & Energie who have put a great emphasis on product development while opening up a direct retail strategy for their youngest brand; Killah.  Liu-Jo, the Italian jean maker who was made famous in Europe for their "Bottom Up" jean, that emphasizes and lifts the buttocks of women, had a very nice collection of womens denim on display.  Very different and a very deep collection ( apparel and denim ). Puma who had one of the best at show marketing strategies which created quite a buzz where attendees can pose with giant sneakers and have their pictures taken in multiple creative poses while uploaded all photos to their facebook page with comments.  I posted pics of this yesterday.   Meltin' Pot the Italian denim maker for men and women who have made good in roads in North America over the past few years.  And lastly Munich,  the Spanish high end sneaker line that has the most unique silhouette with the most creative upper fabrics we have ever seen.

As we reflect on what we saw over the past few days, although there were many great success stories, and many of the brands that I have mentioned over the past few days who are doing great things, one thing that was missing, was something completely new and different.  Essentially there still seems to be a lack of "the completely new unique style and trend" within the industry.

Sneakers were mostly canvas or high top.  Jeans were distressed, skinny and in some cases low crotched like for G-Star and Meltin' Pot.  T shirts were all the same.  Superdry was very cool, and I love their product, but at the end of the day, its just a mature A&F, with much more flair and substance.  All really good stuff but no one was "stupid".

What I mean by "stupid" is exactly what Diesel portrayed in their new stupid marketing campaign.

"Smart has the brains, but stupid has the balls."
"Smart critiques, but stupid creates."
"Only the stupid can be truly brilliant."
"Stupid ain't dumb."
"Smart had one good idea.  And that idea was stupid."
"Smart plans, stupid improvises."

Some designer, some brand, some day; ( hopefully soon ) will create something that is completely off the current path in streetwear fashion.  Someone has to be stupid.  I think the real award for innovation here might have to be Diesel for this ad campaign.

Everyone, please, "Be stupid."