A Premium experience

All own images

This is the last post on Berlin Tradeshows, I promise. The third and final Tradeshow attended in Berlin was Premium. Some people didn’t rate Premium in comparison to Bread and Butter but I thought it was an equally impressive event, just slightly smaller. The Visual merchandising might not have been as grand but it was still very interesting in terms of the garments and products on offer. Especially in the Seek section, that housed more independent, emerging, small brands with distinctly modern and youthful designs. In the centre of the Seek section was the nicest rustic restaurant, selling beautiful food. I opted for a caesar salad and it was probably the best I have ever eaten! One of the brands I fell in love with at Premium was Our Legacy. The Swedish brand was formed officially in 2005 and is now being retailed in many shops around the globe and is increasingly becoming the A.P.C. of the Scandinavian region. I thought the menswear brand had such an authentic, individual nature. I particularly adored the aged, vague, polaroid style lifestyle photography which came with ample wit and 90's charm. In an interview with Anthem magazine the Co-founder Cristopher Nying describes the brand: To create timeless garments in a natural, well-dressed, and comfortable way… not over-strained, nor too fashiony; conservative but playful and relaxed in expression; sophisticated yet light and nonchalant; made to look thrown together in a perfectly natural way.