Anyone who entered the SugarCity event halls near Amsterdam on Wednesday and Thursday entered a denim Valhalla. This week it was time again for the Kingpins denim trade fair, and as always, visitors followed the unofficial dress code. Visitors strolled from the cloakroom to the exhibition area wearing denim headgear, skirts with denim strings and accompanied by dogs dressed in denim jackets, complimenting each other on their outfits.
Although the Kingpins setup appears to be unchanged – blue Kingpins flags at the entrance and stands and the same layout in the halls – there has been a big change behind the scenes. The German trade fair organizer Messe Frankfurt has become a shareholder in Kingpins. The two parties said mid-year that the strategic partnership will “strengthen the future of the denim industry.”
Vivian Wang, managing director of Kingpins, said in an interview with FashionUnited that the collaboration with Messe Frankfurt shows how important the denim industry is. Kingpins has, among other things, sustainability initiatives and educational programs that they believe could find a new audience in other industries. In other words: each other’s networks and knowledge are used.
Vivian Wang: Kingpins should keep the same feeling
The collaboration between Kingpins and Messe Frankfurt is not visible on the exhibition grounds. Kingpins will continue to operate independently, with the same concept and flavor, Wang said. “We will continue to be a platform for the industry to meet, network and share information and insights.”
And indeed, Kingpins appears to be unchanged. Around 100 exhibitors, spread across three halls and an additional floor, were available to visitors for two days to provide them with information, accept orders and make contacts. The vintage showroom was also there again, and several lectures were also held in the seminar room.
What was new was the presentation of the initiative for “The Most Sustainable Product” (MSP). Digital screens allowed visitors to browse through a library of fabrics and materials used in the MSP collection. And that’s exactly what the guests seem to be interested in. Shortly after noon, a small line even forms in front of the touchscreens to find out more about the products. Also new is the One Denim initiative, which aims to tackle waste in the industry by showing that a range of looks can be created using just one fabric.
Sustainability is the topic of the day
The increasing importance of the topic of sustainability at Kingpins was already noticeable at the last edition. Once again, sustainability seems to be the theme of the day, notes Gabriel Magopat, European Sales Manager at Cone Denim. “It’s not for nothing that we brought our vice president for sustainability with us,” laughs Magopat. The sales manager demonstrates a special collection of denim items made from 100 percent recycled cotton – it feels soft but still durable. “Here they show Visitors are particularly interested and our vintage look-a-like collection is also very popular.”
Magopat admits that the issue of sustainability has become more important in recent years. “You have to respond to that, and I think the denim industry has gotten that message. When I look around, I see something related to it at every stand. It has to be that way because the first question people ask is: Is it sustainable?”
For Finnish fiber manufacturer Spinnova – a Kingpins newcomer – the question of sustainability is a godsend. “We have launched a denim product and Kingpins is the right place,” says brand director Diana Balanescu. “Of course we have already collaborated a lot with other areas of the fashion industry, only our denim product is new. We note one great interest in it.”
Plus, Balanescu says, Kingpins feels like a trade show where exhibitors work together and learn from each other. “The denim industry is one of the most authentic industries there is. Our time here [Anm. d. Red.: auf der Kingpins] feels more like a learning experience than a rock-solid sale. We are here now to grow with the community, not necessarily to sell our product.”
Few German visitors despite alliance with Messe Frankfurt
Cone Denim is a real Kingpins veteran and has been at Kingpins since the very beginning and sees no change to the event with the new alliance with Messe Frankfurt, says Magopat. “It’s probably too early to notice any changes,” he says. “Messe Frankfurt is an old hand in this business. Kingpins stands on its own and I’m actually quite happy that there haven’t been any big changes. Here “There’s enough space, it’s easily accessible and we can network,” he says as he takes a closer look at the yellow hall.
In addition, Cone Denim has already built a loyal customer base that you can rely on. “It’s good for us to be here and show our faces. It might not have been in our interest to completely redesign the trade fair. We’ve spoken to a few new brands here and there, but it’s hard to say whether that’s because Kingpins can use Messe Frankfurt’s network,” said Magopat. The sales manager noticed that there were relatively few German visitors “We mainly supported Dutch and US brands in this edition,” he said.
There is also no noticeable difference at the stand of the Austrian fiber manufacturer Lenzing on the exhibition grounds. “We are of course aware of the collaboration,” says Hayato Nishi, Business Development Manager North-America. “I expected that the formality of Messe Frankfurt would be more noticeable on the exhibition grounds, but that is not the case. That is not It’s bad because the denim industry is, after all, very creative and a ‘very formal’ appearance might not suit that.”
It is also agreed at the Lycra and Jeanologia stands that the collaboration with Messe Frankfurt does not entail any major changes. “This is Kingpins as we know it, and we are happy with it,” concludes Carmen Silla, Global Brand & Marketing Director of Jeanologia.
This translated and edited article was created with the help of Marthe Stroom and was first published on FashionUnited.nl.