The second edition of Shift will take place on Sunday, June 29, and Monday, June 30, 2025. After a successful premiere, Shift is moving to a new location this year: the impressive Muza building on the site of Taets in Zaandam. This former kettle factory offers the perfect atmosphere for an event that focuses on encounter and experience.
A growing platform with known names
The organization of Shift is currently intensive preparations. There is already a lot of enthusiasm among the participants: over 80 % of the brands who were there last year return. At the same time, new, well-known brands are followed by the event for the first time-a sign that the platform is growing and gains in importance both in the Benelux region and beyond.
The participating brands are carefully selected, with a focus on quality, identity and diversity. From classic to modern, from streetwear to Denim and avant -garde.
Plug & Play – for a good reason
Shift consciously relies on a “Plug & Play” concept. Brands do not have to deal with the construction of expensive stands and constructions: the basic facilities are already available. This is not only practical, it also fits the vision of the event.
It is about openness, contact and an impression of the collections. An environment that promotes encounters and conversations – instead of hindering them.
More than just fashion
What Shift continues to look at is that the event does not focus exclusively on fashion. She is actively looking for cooperation with companies and experts outside the industry that can offer added value for men’s fashion retailers. Think of partners in the area of shop experience, branding, digital visibility or customer loyalty.
Dealers are challenged to imagine pure purchase. New connections to creative partners are linked to help solve concrete challenges in retail – from positioning and content to the creation of experiences in business.
New step: From inspiration to action
Shift is on the move. Behind the scenes is intensively working on new possibilities that make the event even more relevant. One of the specific steps that are currently being examined is the establishment of separate order rooms and temporary showrooms during the event.
This development emerged from conversations with retailers and international brands, which expressed a need for efficiency in the purchase process. Shift would like to offer brands the additional option, if desired – to make appointments with dealers on site in order to write orders immediately.
A unique atmosphere that inspires
The rough, industrial charisma of the former Muza spherical factory creates a powerful, creative backdrop that fits perfectly with the dynamics of the fashion world. The large, open rooms and the creative atmosphere of the building form the ideal environment for an event that revolves around innovation and cooperation.
“This is not a conventional event location, but an inspiring place that contributes to the entire experience of the event. It is the perfect background for brands to make your identity alive, and for retailers to discover new ideas and partnerships in an environment that encourages and promotes your creativity,” says the organizers.
- Shift will take place on Sunday, June 29th and Monday, June 30th.
- Entry is completely free for retailers, as is parking.
- Registration is free www.shift-now.nl possible.