Small glimmers of hope for men’s fashion under a blanket of snow

The first Monday of the new year – and for many the first working day of 2026 – was accompanied by a thick blanket of snow in the Netherlands. Trains hardly ran and the roads were slippery. This resulted in a halved number of visitors to the tenth edition of the Dutch men’s fashion trade fair Preview Men. Nevertheless, the mood and reactions in Nieuwegein near Utrecht were positive, according to Marijn Verschure, managing director of the Dutch organizer Cast.

Halved number of visitors

Of the 445 purchasing companies CAST expected, 185 showed up. Large companies like Omoda sent two representatives that counted as one company. “We expected it to be much worse,” says Verschure, who himself traveled on slippery roads on Sunday evening. “I had great concerns because it was slippery on both exits into the city. We are very grateful to all the visitors who made the journey to Nieuwegein despite the weather.”

“It may sound strange, but it was an extremely positive and successful day,” says Verschure. In his opinion, the success of the trade fair does not just depend on the numbers. “The suppliers even found it relaxed that there were fewer visitors. There was more time to delve deeper into the collections, talk to potential customers and make appointments. They said they were inspired again because it was simply a good and clear trade fair.”

Mixed mood

Concerned voices could also be heard in the hallways about the future of the fashion industry and difficult sales. Nevertheless, Verschure describes the mood as positive. “The consumer in this segment is critical. He thinks twice about what he buys and where he buys it. He is also increasingly concerned about quality.”

Verschure received feedback from leading players such as Bastiaansen Modestad and Broekman that the brand offering was balanced. The materials also felt more luxurious than in previous seasons. “The brands we represent are always up to date with the latest developments,” he says. “I find that remarkable for a market that is under pressure.”

Visits to trade fairs remain important

The importance of trade fair visits remains great, says Verschure. He notices that leading brands sometimes skip international trade fairs like Pitti Uomo, which takes place in a week, in favor of local variants. As long as they continue to attend trade fairs to stay informed, that’s fine, he says. “In the upper segment of men’s fashion, there is always a need to see new things. It is important for retailers to eventually move to a new fashion image. We don’t want to replace the established order, but we want to look for innovation.”