The organizers of the Dutch men’s fashion trade fair Shift are exploring the possibilities of a platform in Germany.
In a statement on Monday they suggested a new fashion event for the coming summer. The trade fair, which is scheduled to celebrate its premiere on June 24th and 25th at the Fredenhagen event center near Offenbach, will “only take place with sufficient support from brands and the fashion industry,” according to a statement. Several “brands and organizations from the Netherlands” have “already expressed their interest in participating in and supporting a potential German edition of Shift”.
With the project now presented, Shift, which debuted in January of this year, is responding “to the growing demand for renewal on the German market,” explained the organizers. They want to “create a modern, inspiring platform where brands, agencies, retailers and fashion professionals from different segments – both men’s and women’s fashion – can meet, network and discover new ideas.”
Feedback from the industry is crucial
Trade fair organizer Rick van Rijthoven explained the plans. “Many brands, retailers and organizations are saying it’s time for something new – a positive, forward-thinking event that reflects the spirit of the times and the next generation,” he said in a statement. “At the same time, we are realistic: Shift will only take place in Germany if there is enough enthusiasm and support from the brands themselves. We don’t want to do this for the industry, but with the industry.”
The organizers therefore called on “brands, agencies, industry organizations and other interested parties who would like to participate or work together” to contact them about the event in Offenbach. The trade fair will “collect feedback and suggestions from the market in the coming months to decide whether to move forward with the project”.
“Teams have been formed, plans have been drawn up and preparations have been completed. What happens next depends on how many brands actually sign up and get involved,” explained van Rijthoven. “It’s important that brands not only show interest, but also really commit. If there is enough support, we will move forward with full force and energy. The next step now lies with the brands.”