Bright Magazine Issue02 English

SALES@PODIUMEU.COM

W W W. M AT I X C L O T H I N G . C O M / H E A D P H O N E S

BY M ATIX

M AT I X I S A R E G I S T E R E D T R A D E M A R K O F M AT I X C L O T H I N G C O M P A N Y .

Issue 02 / Spring 10 Issue 02 / Spring 10

FIND US AT : BRIGHT - ROOM # 228

Discover the secrets of the the big TANSU shoe at the ONITSUKA TIGER booth, Room 241 and have a look at the inspiring AW 2010 collection.

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Content

8–10 Editorial

Bright Turns 10!

Marco Aslim and Thomas Martini spill the beans

11

24–27

Story – New Localism Jan Joswig reports on why independent labels are currently hitting the big time and why the major players are having to do their homework.

42–45

My Bright Uniform

Los Angeles, Merano, Bochum: representatives from Sale & Distribution show off their best outfits and reveal their personal sales credos.

Imprint

12/13 Contributors

28–37 Retailer Shoot

One retail vibe, please! We visited ten retailers in Germany and Austria and asked them what’s flying off their shelves at the moment and what’s not moving so fast.

46–51

Feature –The Network is Growing

The figures in the online retailing sector are continuing to go through the roof.

We asked the most successful platforms what they’re doing right.

14–23 News & Brands

38–41

Interview – Acronym

Acro-what? It’s a scandal that the high-tech clothing experts from Munich are better known in Japan than in this neck of the woods. Bright does the introductions!

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52–63

Shoot – All Spruced Up!

Get the ironing board out and your shoes polished – Goodbye slobby look!

64–67

Report – Crew Love is True Love They are the cool dudes of retail – Will Kemp visits Norse, Slam Jam, Pigalle and Patta.

68–77

90

Party Hearty

If you’re ordering and networking during the day, you should be sweating, bopping or chilling when night falls. We show you the places to be: the bright tradeshow parties.

Stop your crisis whining – we’re shopping ‘til we drop! Our illustrated guide to sensible investments.

78–80

Interview with Silas Baxter-Neal From country bumpkin to pro-skater – a chat with Silas Baxter-Neal.

81

Bright Bowl Decks, cameras and action, please!

Contests and demos during Bright.

82–89 Art at Bright

From ArtyFarty, Basementizid, Fixedgearlondon to Lodown and Rock’n‘Roll Wrestling: 13 artists and opinion leaders are exhibiting in the foyer. With special artist collaborations to commemorate Bright’s tenth anniversary!

Bright Brigade

104–107 City Guide

FFM without the tourists and the bankers: four Frankfurt locals show us their favourite spots for eating, skating, admiring art and going out in the Main metropolis

92

Best Booth

Material battle deluxe: the valued Bright exhibitors are quite simply the best at making the most creative stands! We’re presenting the best of the prize-winning booths here.

94–99 Media Partners

Social networking and digital presence – a curse or a blessing? Our media partners share their views on Facebook & Co.

100/101

Interview with Herman Dune The bearded bard provides us with insights into what makes his wonderful music stand out.

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102

108

Retailer-Blurb Doomed to order? How retailers squirm and wheel and deal – the best excuses buyers come up with.

110–112 Contacts

Ten times Bright. But that’s not reason enough for Thomas Martini and Marco Aslim to put their feet up. We spoke to the brains behind Bright about the early days, the status quo and about where their journey is headed.

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Editorial Ten times Bright, a lot has happened during that time. What was the trigger for you to start the trade fair?

Thomas: We had already been working in sales for a long time back then and, like many of our colleagues, were faced with the dilemma that none of us really felt comfortable at any of the trade fairs. The streetwear and skate segment was mostly just a backdrop and the way it was represented was uninteresting. We wanted the product to take centre stage and not just pigeonholed for being “skate brand” or “street brand”, because we think that many retailers are more open to different brands as a result. We got the feeling there was a real need for an independent, authentic platform. In 2003 we moved with our agency KPP from Offenbach into the former Polizeipräsidium (police headquarters) in Frankfurt and suddenly we had all this space AND an idea.

Marco: The decision came on the way home from the winter Bread&Butter in January 2005, where we really had the feeling, “Let’s do it!” and in the old police headquarters building, which was something very new and not in a hall, but rooms with a lot of atmosphere.

Tell us about the first event!

Thomas: We decided to get Bright off to a start in April 2005 and we spent every minute on the phone. The support from brands and agents was overwhelming. I can still remember how Mirko Wagner from adidas called at 10:30 one evening after a football 9 – Bright Magazine

match with his colleagues to say he definitely wanted to get involved. Or Ralf Schäfer from Made In Corp., who was in it from the start. The opportunity to be able to define themselves inspired a lot of people.

With 50 brands on one and a half floors, the first Bright in July 2005 was basically ridiculously small and by no means a commercial success. But our exhibitors believed in us and that’s why we carried on. I would say that by the fifth or sixth Bright at the latest, when over 3.500 visitors attended, it became clear to everyone that this wasn’t just some kid’s birthday party we were dealing with, but real business. However, the informal character has remained until today; that’s also extremely important to us.

Marco: Like all five subsequent fairs it was an emotional rollercoaster, between absolute euphoria, fear and not having a clue what to do for the best! Feedback from the brands was really positive, but the authorities and restrictions cost me nerves and many a good night’s sleep.

What are your fondest memories from the past five years?

Marco: The first meet & greet in our showroom after the first day of the fair, the positive energy and joy that everyone was radiating was one-of-akind. Or when Matt Grabowski and Jörg Schaller set up camp in our showroom for four weeks during winter 2007 and worked on building the indoor bowl every day for around 16 hours. Eating soup in the freezing cold every day with

the guys and watching it grow, and then the “maiden voyage” in the middle of the night! Everyone had tears of joy in their eyes, simply fantastic!

Thomas: Things always happen to confirm that what we’re doing is good. When an editor from Spiegel magazine phones up we’re honoured.

Or when the French Embassy contacted us to discuss exhibiting French brands with economic development funding. I recently got a mail from Argentina, the sender of which wanted to visit us and was asking for a hotel tip. Or a US distributing agency that was asking when we will be taking Bright abroad. The relevance outside our scene or region is amazing, but it is mostly the small things, and at every fair I always look forward to welcoming new exhibitors and the positive atmosphere.

Which helps keep the bags under your eyes to a minimum…

Thomas: Of course! A pat on the back is the best thank you. It’s the many small, personal stories that really make us happy, since Bright is also a great place to get to know people on a private level. For example, Mathieu from Podium met his wife at third Bright.

Marco: In the run-up to the first fairs, two weeks beforehand we were getting just three to five hours of sleep a night. When every fair starts a huge weight is lifted from my shoulders, and I can walk proud. Still today after the first day of the fair I spend one or two hours alone in the building. That’s when it always hits me that we’ve really created something special here.

How did you come across the location?

Thomas: The leaseholders of the site put an advert in the newspaper. At our first viewing, the old telephone exchange, which is now our office, looked really desolate: the panes of glass were broken, the floor was covered in water, there was rubbish lying around everywhere. All in all there was a real feeling of abandonment. We were renovating for six weeks.

Marco: Everything was broken.

We shared the hallway with Chinese travelling salesmen, who had a different concept of hygiene than we did, but what the building did have was charm, 10 – Bright Magazine

plenty of parking spaces and it was cheap. The former tenants didn’t place any value on tidiness or cleanliness on the site and in the buildings either.

When we started doing the old building up for Bright, the waste disposal industry in Frankfurt had to do overtime. I didn’t envy the ‘clean-up troop’. I don’t even want to go into detail about everything we brought out of the place...

The DIY idea remained an important theme at Bright...

Marco: At the beginning we pitched in and helped with everything, and gradually built up a brilliant team, which meanwhile manages the whole set-up. That was also the case for most of the exhibitors: at the first events they weren’t investing very much and often just did a little paint job, meanwhile most of them build really professional booths.

Thomas: The licensing for the police headquarters is extreme. The building didn’t fulfill the German requirements for public events and of course harbours numerous risks. The go-ahead from the building authorities always comes right at the last minute; the worst case was when it once came on the morning of the fair. The night before we still had to have 40 automatic door checks with built-in fire alarms fitted. We have dozens of stories like this.

At Christmas in 2007 the club located in the front part was set on fire and our foyer went up in flames. After some guys wearing protective suits vacuumed off the toxins from the walls, they then had to be repainted. Last winter, in the night before the event, the pipes burst, although we had drained the water off already. Where The Hundreds had their stand the water flooded through the wall in four places and it was also ‘land under’ at the DC stand.

All that sounds very stressful. Why do you keep going?

Thomas: Now I could go all philosophical on you. I’m just someone who likes to see things through. I don’t ask myself this question. So that must mean I’m really satisfied with the situation.

Marco: I enjoy it, I love the slight adrenalin kick that starts two months before the fair and builds up to

euphoria, the ups and downs before every event.

How many people are there in your team now?

Thomas: Basically it’s just us two, but we make use of synergies: in the two months before the fair the three workers from our agency spend most of the time helping out with Bright.

Fortunately we have a lot of friends who help us, and at the event itself there are around 50 employees.

Marco: As well as us and the guys at the location, there is a whole host of freelance employees, who are responsible for the graphics, the marketing or the editing of this magazine.

We’d like to take this opportunity to say thank you very much for your fantastic work over the past years.

And now for the question that everyone is waiting for. What will be happening in the summer?

Thomas: We’re going to Berlin! In all likelihood we’ll be losing the police headquarters as a location anyway.

Moving within Frankfurt would be almost as exhausting and we have the feeling that the majority of people want Bright to come to Berlin.

Marco: In the future we will continue as we have been: Bright will stay Bright, wherever we go. I think most people know that and meanwhile have a lot of faith in our show.

Is there anyone else you’d like to thank?

A huge thank you to all those who have accompanied us over the last five years and made Bright what it is today – the trade fair of hearts!

Thank you, thank you and thank you again!

Marco & Thomas

Publisher Bright GmbH & Co KG Friedrich-Ebert-Anlage 13 60327 Frankfurt +49 (0)69 66962158 hello@brighttradeshow.com www.brighttradeshow.com

creative direction Thomas Martini, Marco Aslim

illustration HIT Studio, Alan Woo

editor in chief / production Romy Uebel

editing Florian Biedermann

production assistant Nada Carls

translation Nikolaj Belzer, Fiona Bryson, Paula Hedley, Talena Templeton

art direction Tobias Friedberg, Paale Lüdcke text Carsten Bauer, Nikolaj Belzer, Florian Biedermann Hans-Christian Bussert, Nada Carls, Cpt. Cracker, Andreas Grüter, Jan Joswig, Will Kemp, Reinhold Köhler, Michael Sohn, Romy Uebel photography Lars Borges, Paale Lüdcke, Thomas Schweigert, Orendt Studio, Sabrina Theissen, Thomas Wolfzettel

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print F&W Mediencenter GmbH Holzhauser Feld 2 83361 Kienberg www.fw-medien.de

Torsten Orendt

Passion and perfection are the cornerstones around which Torsten Orendt’s job philosophy revolves. As the offspring of a photographer family, he learnt his trade from scratch, after a detour in the agency world in 1999 he founded the Orendt Studios, whose portfolio now also includes film production. Torsten took it all in his stride that dozens of shoe boxes flooded his studio during the shoot for our Sneaker item. After all, images and podcasts are regularly created under his direction for many great labels, including Bright darlings like New Balance, Jim Rickey, adidas, Nike and Pointer. However, what we really envy the former professional cyclist for is the view from his office window; address: Kaispeicher D in Hamburg’s harbour. No further questions...

HIT

www.orendt.com

Sabrina Theissen

At first Sabrina Theissen couldn’t decide whether she should be a fashion designer, graphic designer or photographer. Luckily she became the latter and today combines her fashion shots with the other disciplines in her very own way. Generally coming across as sensitive, delicate and mysterious as her pictures, on the set of our shoot we discovered that the Berliner very much knows what she wants. With precise instructions she delegated the models and gave Bright-typical streetwear almost a high fashion touch. Sabrina is currently getting ready to leave Berlin and is planning to travel around Europe for a while – with her camera in tow of course.

www.sabrinatheissen.de

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With HIT Annette Lux and Lina Grumm have not only found one of the coolest names under the sun for their graphic design studio, but the two graduates from the Academy of Visual Arts in Leipzig also keep their promises.

Whether design of books, posters, CIs or websites – they master the balancing act between classic strictness and absolutely hip zeitgeist as well as finding the time to give lectures as well: at the Corner College in Zurich, the Folkwang Hochschule in Essen and the Bold Italic Convention in Ghent amongst others.

And because they also enjoy shopping online now and again, they illustrated our e-business story with a diffuse world full of scattered desires! Annette and Lina are based in London and Berlin.

www.hit-studio.co.uk

Thomas Schweigert

Michael Sohn

At one point in his life Michael studied food chemistry, with the sole aim of inventing a yoghurt drink that strengthens the body’s defenses against the swine flu – as to save mankind from being doomed. Somehow his love of music got in the way though and he began to write about that instead so he went off to study journalism. Before he knew what was happening he’d become the proud owner of a diploma.

Somewhere along the way he was publishing a literary journal and owned a record label. He took a fast liking to his interview partners also Errolson Hugh and Jörg Haas (see page 38), since they share the same philosophy: Remain flexible at all times, because it’s rarely the direct path that leads you to your destination. It’s coincidences that generate the most interesting projects.

www.texteundso.de

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If we’d have to advertise for how we’d like to employ Thomas Schweigert for Bright Magazine, the ad would probably read something along the lines of “seeking young man for travel”.

Within as little as three days his odyssey lead him cross-country to retailers in Aschaffenburg, Munich and even to Vienna – only to drop in on another three in Berlin finally ending his little tour at his home base: Hamburg.

What transmits beautifully onto his pictures is that no matter how hectic it might get: he never loses his self-mocking calm or his legendary charm. And by taking this into consideration, you’ll see that he definitely manages to leave a very personal mark in his work. What impels him? He constantly searches for the beauty, strength and melancholy in as well as of people. He’s already found them in the likes of Karl Lagerfeld, Róisín Murphy and Natalia Avelon. But one of his most exciting projects is one also very dear to him: He portrays other photographers such as Pierre&Gilles, David LaChapelle or Nobuyoshi Araki.

So visiting his homepage is definitely worthwhile!

www.purephotography.de

Tobias Friedberg und Paale Lüdcke

Tobias Friedberg and Paale Lüdcke are not only the graphic designers, artists and beautifying forces behind Bright Magazine, they also generally offer anything under the moon. A small extract of their savvy: “No matter what color you decide upon, the result is always breath-taking. Strawberry Red, Bubblegum Blue, Lemon Yellow, Coconut White. If you can’t decide, we just give you our most popular Kalakoa, in any color combinations you like.

The beans are awesome. If you want, you’ll get the ice-cream with the beans and then the “shave ice” on top. You’ll freak out. The beans have nothing to do with green or black beans. They’re Japanese, red, sweet. The most amazing stores in the world are probably Matsumotos and Aokis. We don’t know why they’re located in such proximity to one another, but maybe the families know each other? What we do know is that the Matsumotos won’t give away their recipe. You think you’ll be getting a simple Strawberry Red or Lemon Yellow, when in fact they have their own magical methods and secret recipes.

Awesome!”

News Habitat Footwear VisVim Street culture, Meissen porcelain and wild nature

Text: Carsten Bauer

A new habitat for skate feet

Text: Carsten Bauer It was 1990 when Alien Workshop entered the skateboarding microcosm offering a new standard of visual aesthetics. Nine years later the Alien Workshop mothership launched offshoot Habitat Skateboards into the orbit. Today, in time for its 10 year anniversary, the offspring ventures out on its own, leaving its own footprints behind – in the truest sense of the word.

Habitat sends six models as well as an own team of test riders - namely Guru Khalsa, Marius Sycanen, Austyn Gilette and Alex David - into the hotly contested sneaker market.

Launch: February 2010. Aside from the typical Habitat colour scheme and a keen attention to detail, the shoe line’s main concern is functionality. It probably wasn’t to everybody’s liking that the snowboard giant Burton took both skate brands – Alien Workshop and Habitat - under its wing not so long ago.

However this seems to have done the quality and the further development of the brand Habitat a lot of good.

The launch of the footwear line is also a dream come true for Habitat mastermind Joe Castrucci. Only recently he revealed in the Monster SKATEBOARD Magazine, „I’ve always wanted to do that. The people at BURTON were up for it, (...) suddenly things just fitted together pretty well.“ Another project, that also draws a line to the hardware, is the collaboration with Modart-expert Charley Harper. His work takes on graphical handwriting of Habitat, which is based on natural products, and carries it over onto Insoles and 7-Plys.

www.habitatskateboards.com

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VisVim products and their creator Hiroki Nakamura are what people call hip these days. It is their multilayered inspiration followed by the dilligent implementation of these ideas which give VisVim collections that special touch and make them popular all over the world.

Hiroki grew up in Tokyo and was totally into rock, punk and hip-hop tunes, and also classical music. He was eight years old when he stood on a skateboard for the first time.

With snowboarding he discovered his passion for the beauty of nature. To this day, the father of a daughter and long-time Burton creative, he travels a lot and while on the road discovered a weakness for Meissen Porcelain – a consequence of his love for antique stuff with a dash of something special.

He approaches his designs in the exact same way: The original, natural form of the moccasin is omnipresent as well as an ultimate handmade feeling, extra long-stapled Egyptian cotton and selected African leather. What is missing in the footwear, in his clothing and accessory-line or in the new kidscollection is any kind of chemical ingredients! Vis = power, Vim = exuberant energy – a combination that calls for more.

www.visvim.tv

Garbstore x Mighty Healthy

Monsieur T. T like T-shirt, Monsieur stands for the aristry.

Ambiguous Clothing addicted (skater &) artists association

Text: Carsten Bauer While the name Ambiguous leads to different conclusions, the message of the company from Santa Ana, California is clear: good clothing, good friends and good times.

This message arises from the simple but great idea of making a living from something you take a lot of pleasure in. In this case, creating clothes your best friends would love to wear. Since all of designer Brian Young’s friends are based in music or street art or do all kinds of things on boards just for the fun of it, his target group was defined quite quickly. And the Ambiguous chief knows what makes them tick. Being team manager at Split and Sixteen Skateboards – but mainly as longtime pro at Invisible – he knows what untreated, fresh styles should look like. Brian’s work is a product of an intensive collaboration with a whole bunch of very interesting street artists – the KiltrV-collective from Chile, Chema Skndl or the French photographer Kevin Metallier. Their creativity is not only found within the collections; it also shows in the stylish online-zines made

by Ambiguous, alongside the impressive output of the team around Corey Duffel and Jason Adams.

Text: Carsten Bauer

March of equals

Text: Reinhold Köhler The English streetwear label Garbstore and the brand Mighty Healthy from New York are proof of what great things can happen when two professional partners team up.

The design of Garbstore, the baby of London-based designer Ian Paley, is stylistically geared to patterns taken from post-war fashion. It especially stands out with elaborate details. Paley calls his designs „historically new“, based somewhere between vintage romance and a correct modern form. The outstanding pieces are not only available in the flagship Garbstore in West London but also in high-end streetwear stores such as The Three Threads or Tokishirazo by United Arrows in Japan. Mighty Healthy on the other side is completely devoted to streetlife of big U.S. cities. It is also part of the brand’s self-conception to reinterpret classical men’s aesthetics, yet these guys from New York work much more in the present than the past. Using colourful, often comic-like designs they portray the tension between tragedy and delight which coins everyday life on the streets of New York.

Now Garbstore and Mighty Healthy are releasing a series of five T-shirts which combine both philosophies. Classical comic motifs encounter cubistic sketch prints and words of wisdom like “at the right place in the wrong time“. We got it: you read us!

www.ambiguousclothing.com www.garbstore.com www.mightyhealthynyc.com

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Shortly before the turn of the millenium, Quentin Nguyen left Lyon for his muse and future wife and moved to Portland on the Northwest coast of the United States. He caught the creative virus from an accessory designer friend and Monsieur T. was born.

He found inspiration in Portland’s growing indie art scene and in the memories of his homeland. While his stereotypically Gallic prints of wine bottles, cheese, and berets and his Tour de France memorabilia and concise Pacific Coast vintage designs weren’t

everyone’s cup of tea, they caused quite a stir at the 2005 agenda show in San Diego.

Numerous artists from all kinds of backgrounds have now left their mark on MT cottons; among them the celluloid maestro and homie from Lyon, Fred Mortagne (aka French Fred) and graffiti troublemaker Andrew Dickson. Besides classical tees Monsieur T. also offers hoodies and headwear. One project for next season includes smooth styles for below the belt.

www.monsieurt.net

One True Saxon

Obey Hope and disobedience

Text: Reinhold Köhler

10 times 10 equals.... special birthday!

Text: Andreas Grüter Usually it is the sole privilige of the birthday child to receive presents on his or her special day, but the Brits of One True Saxon turn the tables on the their tenth annivesary and splash out big time on their customers. Their motto is „10 for 10’. Which means that in the next ten months the brand will raffle off not only plenty of exclusive collabo-styles but also a number of event invitations amongst their fanbase. If you always wanted to cruise around in a Jaguar D-Type or are eager to take part in the release of the One True Saxon x Giant Fixie before everyone else, make your way to the website asap and try your luck!

www.onetruesaxon.com

The US-designer Shepard Fairey became seriously popular through an election poster he created on his own for his favoured presidential candidate: It shows the xylographlike, iconic portrait of Barack Obama. Displayed illegally, the poster first became a style icon, then a symbol of hope and change.

Hope and change – that is exactly what Fairey is about.

He is currently on the right track to conquer the world with his streetwear brand Obey, founded in 2001. Fairey cleverly uses the global trend towards civil disobedience – a trademark of Obey – in order to do good. Back in January 2007 he founded the initiatve „Helping Other People Everywhere“ (HOPE), purposefully rousing public interest for the problems in Darfur, East Africa. Along with with hundreds of other fellow artists he set an example for the global public.

At the same time Fairey continued to develop his fashion collection into a fully grown label: Today Obey includes 400 pieces with more to follow soon. Next year the brand will release jeans on the German market for the first time, after a test run together with Levi’s launched successfully in the U.S.A..

Furthermore, Obey is now manufacturing the official t-shirt for the 10th Bright Tradeshow. Quite a privilege as there will only be 120 pieces of the specially designed T–shirts and they are not for sale. Yet for all true Fairey fans the motif is still available as a poster.

www.obeyclothing.com

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30 years Stüssy

The Chanel of the streets

Text: Carsten Bauer „Where Surf meets Rap“ read the headline of the renowned Time Magazine a couple of years ago, commenting on the style of the company from Laguna Beach, CA. And indeed the distinctive font logo dates back to a time in which Shawn Stussy signed his hand-shaped surfboards with a tag for the purpose of (brand) recognition. In order to promote the boards he printed his logo on T-shirts, sweatshirts and oversized cut-off khaki pants. Eventually the promo-idea developed into a worldwide success story which celebrates its 30th anniversary this year.

„I entered the clothing business by accident“, Stussy said a few years later, „At some point I was increasingly occupied with finding clothes which I could brand. But this didn’t actually

have anything to do with a real fashion label.“ That’s what he thought. His old surfing pal Frank Sinatra Jr. (who is in no way related to the entertainer, neither by birth nor by marriage) thought differently and eventually convinced Stussy to make the secondary business into a main. Frank, a trained accountant, contributed 5,000 dollars and they became partners. Stussy stuck with the creative part of the business; Sinatra took care of the figures.

While the clothes sold like hot cakes, the prominence of the surfboards declined. Only two dozen boards were manufactured per month, via a royalty business, i.e. out of house.

In addition, they were offered at significantly higher prices than boards of the same quality; the consequence of the marketing of the apparel lines, because also the clothes and accessories were always limited, thus more exclusive and expensive than products of similarly positioned brands.

When the former Punk-RockBeach-Kid Shawn finally discovered New York City and its vibrant hip-hop scene in the mid-eighties and also

travelled to Japan and Europe countless times in the following years, a worldwide network of scene heads was formed. Composed of DJs, Musicians and artist, this was the „Stüssy Tribe“.

When creating the tribe, Stussy used very similar creative mechanisms:

He sampled designs and graphics, managing to combine the classic beachwear approach with skate and workwear plus a dash of elegance. With over 50 shops and almost 30 years of history, this noble streetwear brand is not only one of the most successful and stylish, it will always be unreachable as a source of inspiration.

www.stussy.com

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Akomplice

DC

Accomplices on a roll

Conceptual Collaborations

Text: Will Kemp

Text: Nada Carls

In 2004, somewhere in the heights of the Rocky Mountains, brothers Mike and Patrick McCarney decided to give the “overly branded“ textile industry and its style dogmas the finger and founded Akomplice.

Detached from trends, self-confident and maybe a little off the hook, Akomplice entered the broad stage of U.S. streetwear. Today they are waving hip-hop’s flag. Akomplice’s product range includes T-shirts, denim, hoodies, skatedecks, jackets, coats, shoes, dresses, rugby shirts, polo shirts and accessories.

Chosing a guerrilla marketing testimonial strategy they neatly placed their items on“ hip-hop celebs like Turtle from Entourage, The Game, Big Boi of Outkast or NBA star Nate Robinson, creating constant media presence from MTV TRL to Spin magazine. Today they proudly present their figures: around 100,000 pieces sold in over 200 stores worldwide. 2010 sees plans for collaborations with Wu-Tang’s first-class storyteller Raekwon, the shop and label Leaders 1354 and also “Conveyor@ Fred Segal“. Other symbolic campaigns and events are planned in 2010 for the brand’s sixth anniversary: hosting six charity events, six collaborations with selected shops or the release of six different retro styles. Next to all hobbypimps and satanists we congratulate

www.akomplice-clothing.com

10.deep The deep twist

Text: Reinhold Köhler Just how deep is 10 deep? Who knows? What we do know is that the NYC streetwear label 10.deep is deeply rooted in the urban scene, distinguishing itself from its many competitors through cool prints, iconic motifs and striking typos. Founded in 1995 and urging it’s customers to: “forget everyone and listen to yourself“, the creative minds behind 10.deep not only carefully look after the quality of their fabrics, they also also follow their keen sense of street trends, catering to their target demographic’s demand for simple, direct messages.

In 2010 10.deep celebrates its 15th birthday with an extensive anniversary collection, embodying the brand ethos: ’Strength lies in the hands of an individual (10 fingers), not in the approval of one’s peers.“

www.10deep.com

With its sleek ‘Life Collection’, DC has managed to broaden its appeal without neglecting its skateboarding roots. The latest offerings include a selection of well thought-out collaborations with several high-profile figures from the world of streetwear. A refreshing change from the more superficial end of the collab spectrum.

Cult UK sneaker customiser Nash Money kicked things off with the ‘Nash Cad Well’, a brand new shoe made of luxurious materials designed from scratch and inspired by his twin loves of classic kicks and traditional English hunting styles. Following the concept through to its logical conclusion, the shoe was launched at a 19th century country house complete with clay pigeon shooting.

Meanwhile, sneaker head SBTG

from Singapore has gone back to his roots by designing a capsule collection based on his pioneering skate crew the ‘Circus of Mutants’. The designs pay homage to fellow skater Lucas Ng, aka ‘The Fly’, with a graphic insect motif applied to shoes, hats, tees and board shorts.And French brand Sixpack are going international with their second DC collab designed by the Swedishborn, Tokyo-based designer PMFKA. The collection of shoes, hats and tees is themed around creativity and entrepreneurship, accompanied by a little nod to the mid-90s hip-hop obsession with chess to round it all off.

www.dcshoes.com 18 – Bright Magazine

Perks and Mini

When a love nest becomes a creative hotbed

Text: Carsten Bauer Melbourne label Perks and Mini is the loveable product of a sugar coated romance story: ten years ago Misha Hollenbach and Shauna Tooney met – and fell in love. And shortly after their wedding, with the P.A.M. collection, their first baby came into the world.

What began back then as a clothing label, has long since become a remarkable creative package into which the couple have carefully tied up all of their preferences for the beautiful things in life.

In the years that followed, their flair for fine interiors, art, music and film was reflected in the most diverse of creative outpourings: alongside classic garments they wove everything that they wanted to give back to their dearly loved world, in various projects. Their small publishing house Pambooks publishes conceptional art and design books in limited editions of maximum 1.000 copies. Ari Marcopoulos and Barry McGee are amongst the authors, as well as Deanna and Ed Templeton. It’s hardly surprising that their Someday Store in Melbourne is more like a gallery, in which the couple not only offer their own output a platform, but also give a stage to their artist and brand friends like Don Pendleton and Supreme.

The new Pop! Eyes collection shows that Micha aka Perks, who incidentally acquired his design know-how in the USA at skate label Fuct, is also capable of other things. The more elegant continuation of the Perks and Mini style is fully focused on gracious femininity. The charming pieces reflect P.A.M.’s huge curiosity for other more exotic cultures. Pop! Eyes is therefore just the next logical step in the P.A.M. philosophy of wanting to give a forum to all that is beautiful.

P.A.M. recently opened the doors of another store under their name at the Parco shopping complex in Tokyo. And the fact that their lovable, headstrong ways will lead them all the way out to orbit with their next shop opening (quote Misha) can only be interpreted as a statement underlining the fact that good taste knows no limits.

www.pambook.com www.someday-store.com www.popeyestudio.com www.perksandmini.com

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Clae The sneaker Bauhaus

Text: Andreas Grüter Sung Choi, the founder of Clae, is fully commited to the fight against uninspired sneakers. The native Korean and New Yorker has many years of experience in the streetwear-business, aiding him in his efforts to create sustainable and creative value in rubber-soled footwear. This, paired with a cultivated passion for traditional Bauhaus designs and post-war advertisments, should even grab the attention design heads, who are not crazy for sneakers.

Anyone who grew up in the Big Apple in the 1980s and walked the streets with curious, open eyes, cannot have missed the birth of what we call streetwear. And neither Sung Choi, who had come over from Seoul and started working in his father’s mens tailoring business before he even spoke one

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word of English. This proved to be good schooling as he learnt the importance of good craft and subtle attension to detail. „When I was a child I really soaked up everything that I could observe at the shop, naturally that had a big influence on me . It became really interesting when I started high school.

I was always on the run, hung out in clubs and on warehouse parties and really enjoyed life in the big city. Well, over the years I met many people, that were in some way or the other involved in any kind of creative projects. That went from fashion to music and film to art and photography. The subject of sneakers was always present. Back then everything was somehow mixed together anyway“, Sung describes his youth in the Lower East Side, then the subcultural centre of New York. An effective socialisation which eventually – despite having to finish business studies as demanded by his parents – led to Sung landing his first designjob for DC Shoes in 1997. Soon after he gained his first experience in the business – at an interesting time when labels like Triple 5 Soul, Supreme and PNB Nation were launched as well. “After a few projects I joined DC as a salaried designer. It really was a very instructional time but also a really tough job, because it was

mainly about quantity and not about real design. That was also the reason why I eventually founded Clae with the support of Lakai Footwear in 2001.

I wanted to get away from the clumsy styles, away from the mass. The idea of the label was to fill the gap between classic footwear and sneakers. Looking at our current 16 models I think we have managed to do that quite well. Here, I am much less interested in quick growth than in real good quality.“ But how strong does the subject of trainers still influence Clae today? “I have 300 pairs of shoes at home, and 95 percent of those are sneakers – of course the subject of sneakers still dominates. However it was time to go new ways and allow new influences. Clae is the modern implementation of the energy of the old 1980s New York, paired with the cleancut design of guys like Charles Eames, Tibor Kalman, Paul Rand and Dieter Rams – in short: the best from the past and present for the future.“

www.clae.com

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Lifetime Collective

Global artists’ collective

Text: Hans-Christian Bussert Lifetime from Vancouver has a (short) story to tell: founded in 2002 as a DIY-style T-shirt label, it is now a global artists’ collective, selling its collections in over 300 shops. “For us as a brand it’s incredibly important to tell a story. That’s how we convey our ideas and it also facilitates a connection with our customers,” says Reid Stewart, who established Lifetime together with Trevor Fleming.

The question of authenticity isn’t even raised in the Canadian company. At Lifetime they have simply always taken the idea of community seriously. And so the far-reaching network is nowadays made up of artists and musicians, just as much as snow and skateboarders. As well as their own book series, the Lifetime Books, the creative energy finds its outlet in collaborations like the Lifetime Musica Project, in which Broken Social Scene recently designed a T-shirt to support a women’s refuge in the neighbourhood with the proceeds from sales.

Yet there’s no need to worry that the brains behind Lifetime will lose track of their “core business”, which is produced following the North American example of four collections per year (Spring, Summer, Autumn, Holiday). The two Autumn/Winter collections for 2010 also once again manage the label’s typical balancing act between a fashionable understanding on the one hand and absolute understatement on the other: “We get our inspiration from our background. If you live in Vancouver in the winter you need a versatile wardrobe,” says 22 – Bright Magazine

Reid. Warm woolly jumpers, waxed hunting jackets, modern rain jackets – the focus of the dark coloured collections is on materials and washes. The items either coddle you with their softness or, due to their tough fabric structure, convey a feeling of protection against the weather.

www.lifetimeclothing.com

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The new localism The ex-chairman of Germany’s red party is right. Franz Müntefering, who recently stepped down from the role, is not necessarily regarded as an authority in streetwear matters, but with his clearly worded displeasure towards unleashed global capitalism, the left-wing SPD (Social Democratic Party) politician also touched the nerve of the fashion community.

The multinational fashion industry has manoeuvred itself into a credibility dilemma. Image profiles are becoming blurred, production methods dubious. Naomi Klein’s “No Logo” doesn’t stop casting a shadow on it. At the very latest since the economic crisis, the big companies have not only overdrawn substantially on their financial, but also on their moral credit. Today, streetwear is standing on the crossroads where the music industry found itself at the end of the 1970s. Back then, bands like Yes, Genesis or Pink Floyd had long become part of the bloated entertainment machinery, but continued to trade off their reputation of being in touch with subculture. The response was an outcry from thousands of voices: punk with its independent structures. When Reebok is swallowed by Adidas, Converse by Nike and Zoo York by Ecko, the buyers are faced with a blurry entity, which barely offers any identification possibilities.

In response to this, more and more small labels are focusing on a ‘matey’ image. They are local, have a hood, keep their structures transparent, show individual character and make one thing very clear: we’re not taking you for a ride. The big companies are searching for tangible characters with integrity as collaboration partners to improve their images (Jeremy Scott for Adidas, Parra for Nike, Philipp Starck for Puma …). The small, local labels represent these credible, tangible characters with integrity. And they are enjoying more and more success as a result.

“We are from Kreuzberg, we live here and that’s why the brand is how it is. That’s how the ‘Kreuzberg image’ is part of every item that we design. But we don’t blow our own trumpets so much,” says Daniel Luger, one of the founders of Iriedaily, just as self-confident as he is laid-back. And the development says it all. “In the last two years our turnover has increased by a good twenty to thirty percent,” he reports. Also Dirk Beil, manager of the Titus skate shop in Berlin, summarises: “The interest in independent brands has definitely increased for us. It has really kicked off during the last two years. The small brands definitely make up forty percent of the total turnover.

Cleptomanicx, Iriedaily, Yack Fou, people aren’t necessarily looking for them. But when they see them, they really go for

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them. Tourists don’t want a Berlin T-shirt. But if you tell them that Iriedaily comes from Kreuzberg, that it’s a local thing then they think that’s great.”

Pitt Feil from Cleptomanicx, the Hamburg streetwear brand featuring quirky motifs like seagulls, toast and lemons, can report the most impressive figures: “Since 2006 we have had an annual turnover plus of fifty percent. Four years in a row, always plus fifty percent.” This growth doesn’t come despite the fact that the company comes across as a slacker gang from the coast, but because of it. “For six years we have been a permanent team of around twelve people,” confirms Pitt Feil, “You could say that we’re a gang. The essence of Clepto has always stayed the same.”

And as for how the local and personalised image can hold its ground against the supremacy of the greats, American brands like Stüssy and Volcom have been leading the way with their strong emphasis on the founding figures and their environment. “Stüssy is the mother of all street styles. They do things according to their own rules,” is how Pitt Feil explains the role model function of the Californian label. But in Germany the success story of indie labels like Forvert, Ragwear and Mazine would not be imaginable without a sensitisation to the product origin from a very different sector. The triumphant success of organic food compared to industrially produced food products has led to a last laugh on globalisation. Suddenly

the corner shop counts for something again. A chain like Starbuck’s is giving up its global corporate identity and has recently been trying to imitate individual neighbourhood cafés.

The small, local fashion brands are a bit like the small corner shops of streetwear. Slow-food is followed by slow-wear.

And also in the more grown-up, higher priced sector the penchant for brands with clear roots is becoming more widespread. One is no longer willing to be taken in by a constructed phantom like Hugo Boss. “We tell the story about where the company comes from. Every customer finds that interesting. Especially in a store like ours, where we stock very select brands. We know the people behind the labels personally,” is how Shane Brandenburg stresses the significance that the origin story has on the success of a brand. At Burg & Schild in Berlin, together with Kay Knipschild, he unites select Americana brands like Red Wing and Stetson. “Red Wing is of course brilliant. It has been produced in America for hundreds of

years. Kay went there. The people are proud of having worked there for years.” The customer wants to identify more and more with brands of which he can be convinced that the workers also identify with him. With such a romantic attitude towards the craftsmanship, like from the century before last, you can successfully position yourself against Asian products.

But it’s very easy to lose one’s image too, as Shane Brandenburg highlights with the example of French jeans brand Atelier LaDurance. “Atelier LaDurance had a very authentic image, was very high quality, not too expensive.

The fabrics came from Japan and production was carried out in Japan. One day someone came into the warehouse, did some calculations and said: That’s crazy, we can’t keep that price. Then they started producing in China. Same quality, but made in China. That spread like wildfire through the chatrooms. Now the company is almost bankrupt.”

“Production is possible in Germany,” claims Paul David Rollmann on the other hand. He produces the bags and clothing for his company Airbag Craftworks with twelve permanent employees in Kleestadt, Hessen. He enthuses: “There is so much tradition in the air at the fabric trade fair in Milan. You want to preserve that for your own label, take it with you and make something fine out of it. I was talking to a German fabric supplier and he told me that they have been making clothing fabrics for 120 years and that he invented Deutschleder (‘German Leather’). It’s a real pleasure to work together with someone like that and you enjoy telling the stories associated with it.” With these stories it is possible to reach a lot more than a niche audience, as Paul David Rollmann knows. “You have to speak to every individual customer, explain the product to them, and then something sticks, and admiration for the product develops, even amongst a clientele you wouldn’t necessarily expect it of. Young people think long and hard about what they’re spending their money on. They persuade their parents and explain it all to them. And people who have made purchases in a hipness-oriented way for many years also think it’s great that it doesn’t come from the Far East, but that it has a different air about it.”

manufacturers are starting to use organic cotton. That didn’t used to be the case.” “Fair trade is starting to play more of a role,” confirms Pitt Feil. “We check what is possible for the size of our business, to be able to produce a fair trade product.

Mainly in the Asian sector we look at how production can be carried out with a certificate. From 2010 we’ll be able to approve around 40 percent of our collection with the Öko-Tex standard.” Shane Brandenburg, however, raises the consideration that the ethical feel-good demand is not consistent enough on the customer’s part: “When we say that the denim comes from Japan, nobody really wants to know where it is sewn. To be honest, no one is interested in how it’s produced.”

Daniel Luger also believes that the subject of fair trade is by no means exhausted. “As a company we see a very big responsibility there. We have always tried to have as many items as possible produced within Europe (Portugal for us), as the working conditions there correspond to those that we also have here,” he states – before continuing somewhat more disillusioned: “Fair trade is unfortunately not as sought-after amongst our customers …”

The buyers of the post-“No Logo”, post-turbo capitalism times have woken up, even if they seem to be more romantics than do-gooders. They want the wine from the small, familiar wine-growers, where the estate on the label really is that of the owners. But whether the grapes have the organic seal, is (up to now) of secondary importance. However, people are no longer clueless or indifferent, and anecdotes like this are heard a lot more rarely these days: “We had a sticker from DC Shoes on our sticker box at Titus. And a 15-year-old kid with backpack and skateboard saw it and said: ‘I’d love one of those Dolce&Gabbana stickers.’”

But are the customers only interested in a fair image, only in the scent of the manageable, local business, or do they also demand fairer structures, fair trade? Dirk Beil is pleased: “Organic cotton is a topic. When we have it in stock it also sells well. Element or Volcom make good shirts.

Even if it costs 40 or 50 Euros, people buy it.” And Paul David Rollmann observes: “In Milan very classic Oxford shirt fabric

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Text: Jan Joswig Illustration: Alan Woo

www.alanwoo.ca

Jesse Hughes claiming the Bloodshed Parka. Glasgow, Movember 24th 2009.

Makia flaming Bright in Room 154 & makiaclothing.com 27 – Bright Magazine

Retailer Photos: Thomas Schweigert

www.purephotography.de

Search & Destroy Oranienstraße 198 10999 Berlin

Martin „Ente“ Zierdt Neanie: Spitfire, T-shirt: Krooked (pimped with a Radio Sticker)

Frank and straightforward – that’s the way we roll. We have been based in Berlin-Kreuzberg for about ten years.

Still everyone from our four-strong sales team plus the executive floor with eminent skate authority Klaas Kemner as well as contest showmaster and radio

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station founder Arne Krüger, can at least do one Ollie on the curb.

Everybody comes in here, from the ten year old skate-rookie to tourists or betties to the 35 year old Berlin skate guys. Our top sellers are pieces

by Cleptomanicx, shirts by Radio, Supra and the adidas Campus Vulc. Generally you won’t find anything in here that we don’t dig ourselves. The trend is shifting increasingly from 1980s to 1990s: less of

the drainpipes, large plaid shirts and big sunglasses, more of the hip-hop and baggies. My personal favourites: Radio, everything from Deluxe Distribution (Thunder, Spitfire, Krooked, Anti-Hero), Cleptomanicx, Etnies and Emerica.

www.myspace.com/searchanddestroyskateshop

CLV II Meinekestr. 5 10719 Berlin

Anne Ost Top: Galliano Donna, Chain: Galliano Donna Our motto is hype ad style.

That means streetwear, fashion and luxury are not mutually exclusive at our store, we offer a cross-over. Our shop is situated right next to the famous Ku’damm, meaning a lot of tourists and walk-in customers. On the other hand we do have customers that come to us purposefully because they are interested in a certain label from our range. Topsellers are adidas, Clae, Alife, Creative Recreation and Happy Socks, and also Hype Means Nothing, Casio, Y3, Joyrich and our in-house label CLVII. For 2010 we predict a trend towards more patterns; animal-prints like leopard or zebra and even fruits. In addition Gestuz, Hellz Bellz, Marc by Marc Jacobs and Ksubi Jeans are ready for the next hype. In the future we want to continue to work on our own CLVII-collection and of course observe the development of the financial crisis.

www.clvii-store.com

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Harvest Zieblandstraße 5 80799 München

Philip Stolte Shirt: Vintage, Longsleeve: Hanes, Watch: Swatch Irony, Pants: Acne Jeans, Belt Buckle: Levi’s

I work on a pure male concept, which can best be described with the keywords: English, Swedish, college, baseball, country. That doesn’t mean I sell belt buckles and cowboy hats in my store; it rather means a hip ethnochic direction. There is a general trend toward the “good old“, thus a trend to a conscious shopping approach next to all the discount offers. I see myself somewhere in the niche in between.

Here in Munich the target group for this domain is rather clear and straightforward. It is architects, artists, sculptors and every now and then students who come to my store. My shop is very small hence the pieces here are selected very carefully. Naturally I do not want to die in beauty in here and don’t shut myself off completely from any trends.

Plaid for example is a topic discussed everywhere at the moment, but there 30 – Bright Magazine

is of course good and bad plaid. Shirts and knitwear by Folk and Our Legacy, pants by Dunderon, shoes by Shofolk work all very well. I personally like the cord mini series and the customized pants from Marcus Priester and his label Indnat. Next season I will include another good denim brand into the assortment.

www.hrvst.de

Amen Corneliusstraße 1 80469 München

Anastasia von Spreti Shawl: American Apparel, Shirt: American Apparel, Hoodie: H&M, Jacket: Zara

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In so far as buying behaviour is concerned we can see that many people are noticeably more restrained.

They prefer to come back once more to try out a shoe and they tend to only buy their personal must-haves. At the same time there is a trend towards premium products. Their quality is naturally reflected in the product’s price. Within that we can also detect a tendency towards clean, mature casual styles, especially regarding shoes like for example with the ones by Clae. The fact if and to which extent a product is limited

becomes increasingly less interesting, what counts is quality, look and comfort. Brands like Clae and Russel Charcoal Wool are our absolute top sellers.

In addition, our in-house ‚Amen’ shirts are very much sought-after. Our internal team favourites are: the latest version of the adidas Torsions or Nike Air trainers.

Stone Island Shadow jackets, Sixpack Artis or Boy’s Own Firmament shirts.

www.amen-store.com

rocket.store Reichenbachstraße 41 80469 München

Kirsten Almanstötter Hat: Tjallamalla, Shawl: Anina W., Dress: Suit, Leggings: Sneaky Fox, Shoes: Dico Copenhagen Generally we sell much more high-quality brands. Our average customer is older and much better informed than when we opened two years ago. This gives us a better chance to pick up new trends rather quickly, since they are actually demanded by the customers. Many young customers combine expensive with bargains, this way they create a totally different look than what you would for example find in Berlin. Top sellers are shoes by Swear and Dico Copenhagen, jeans by April 77 and Cheap Monday, corduroys by Uniforms and chino pants by Junk de Luxe. Also jackets with a biker look, half long, airy, slim jackets or short, double breasted jacket types. In addition highwaisted pencil skirts, bustiers and of course overalls. In the past few weeks we have seen a strong sales increase in brands that offer a “dressed look“ like Suit, Lyle & Scott and Resteröds. As far as trends I can say the following: Slim Fits will remain, schoolboy shorts become more important and denim jackets and vests are coming in. Also the Grunge shirt is coming back. I prefer wearing Acne, A.P.C., Thomas Burberry, Dico Copenhagen, Stüssy and WoodWood.

My purchasing policy for FW2010? Kept secret....

www.rocket-store.de

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mono concept.store Rosenhofstraße 5, 20357 Hamburg

Özgür Aylikci Top: Suit, Pants: mono concept

Since our foundation in September 2007 we’ve combined art and fashion. Our target group are young adults who want to shop for fashion for reasonable prices in a relaxed and personal atmosphere. In the mono gallery, integrated into the shop, we periodically host exhibitions, primarily of urban artists. Besides our own label mono concept, which is focused on basics like jeans and simple tops for boys and girls, we offer a selection of other brands. In addition we give labels the possibility to host pop-up sales at our store, like Acne did just recently. Regarding trends, we can sense that the Scandinavian wave with brands like Suit, Pop, Red Collar Project and Rules by Mary is booming.

We sell a lot of chino pants. With shoes, Jim Rickey is the absolute bestseller at our shop. In the spring we will definitely include Gestuz in our range. Also, we are still discussing whether to include another big sneaker label as well as a streetwear label in the direction of Wemoto, Björkvin and RVCA into our assortment. After that we will take a good look at the next Bright Tradeshow and the current collections presented.

www.mono-concept.com

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Frontline Mariahilferstraße 77 1060 Wien

Gülten Comak Knitshirt: Pussy DeLuxe Fridgy, Poncho: Bench Birdie, Denim: Herrlicher Lou, Shoes: Iron Fist Zombie

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I’d assess the purchasing behaviour of the Viennese people in the following way: Basics have to be cheap, but for extravagant, fancy and inventive pieces they are willing to splash out a little more. Fortunately we do have a good increase in revenue mainly due to changes in the organisation of purchase, sales and presentation of the clothes. I think that the nordic style will remain prevelant for the gents while the new trend for the ladies will be the early sixties style as well as Op-Art and psychedelic-style dresses. In short: Retro is still the main subject, because what can be new if everything has been

seen before? I also think that a lot has to change regarding pricing. Some people are no longer willing to pay a lot of money for an article of daily use especially if the quality doesn’t reflect the price. In our shop all the British labels are doing quite well, because with these the look, quality and price eventually add up. Our absolute topseller for ladies and gents is Bench. I personally prefer labels like Fly53, adidas Originals, G-Star, Diesel Denim, Fred Perry, Supreme Being, Gio–Goi and Revolution.

www.frontline.at

Stil Laden Lindengasse 51/2 1070 Wien

Christian “Chrisi“ Tanzer Shirt: Carhartt Harbor We can observe a trend towards more casual styles. Especially the skaters who are increasingly renouncing the flashy, loud prints – understatement is the new thing! Even the long running trend for drainpipe jeans is fading. We are focusing on “normal“ pants these days that resemble the cut of Levi’s 501 as well as on chinos in classic khaki colours and corduroys. Lately, adidas Skateboarding is selling pretty well

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and Pointer is also starting to boom.

The Viennese customer is traditionally more conservative; new things are not embraced as quickly as in other cities. The majoritiy is still geared to the mainstream, yet we can see a slow turnaround, people becoming increasingly “hipper“. Regarding brands, we will go with what we have in the store right now.

But it could definitely include one or two new brands, providing that the concept

suits us. I personally think the collections

by Converse Skateboarding are very interesting and I like Elwood Clothing.

www.stil-laden.at

Kingpin Mariahilferstraße 77 1060 Wien

Günther Zach T-shirt: Rock Steady, Belt: Zoo York Here in Vienna almost all skate and streetwear shops are located within five blocks in the 6. and 7. District. So most of the time the customers do a tour instead of only visiting their favourite store. I have the impression that our clientele (14-25 years) doesn’t look for new, fancy brands but rather for reliable specials by known brands: for example they’d rather buy a special edition by DC than a sneaker by Dekline. Our bestselling style is definitely “Californian“ with lables like Famous Stars & Straps, Element, Macbeth, Innes, Vans and Volcom. We notice the crisis insofar as simply less people are visiting the shop.

Yet those that come are looking less at the price.

In our shop I can see the continuation of the Emo-Trend (coloured teeshirts, caps, sneakers & tight-fit jeans) and I think that many (brands) will jump on the bandwagon created by the Famous Stars & Straps hype.

www.kingpin.co.at

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Six Step Rossmarkt 10 63739 Aschaffenburg

Martin “Teasy” Giesbrecht Cardigan: Fenchurch, T-shirt: The Zonders for Monkeydrive

We focus on authenticity and quality, which we will also keep looking out for in the future. Regarding trends the old truism applies: “After the hype is before the hype!“ No matter if plaid, neon or camouflage – everything will return eventually. In our store exclusive and limited collaboration issues are selling particularly well. In this regard, brands like Stüssy, Cleptomanicx and The Zonders do a great job. The brands which are most sought-after are the traditional brands that “pay the rent“ like Carhartt, Volcom and Vans. Yet the really fun pieces are things by Clepto, Obey, Wemoto and Zonders.

And the crisis? Of course, I do notice the crisis! Everybody is talking about it and I can’t hear it anymore! If you do your work well, you are able to handle ups and downs. Here, verticalisation is an important keyword. .

www.sixstep.blogspot.com www.thezonders.com

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Acronym The detour is the reward

Acronym develop High-Tech-Apparel, but if that makes you think of space suits for unworldly nerds you are completely mistaken: The small label from Munich stands for performance wear. Their fashionable clothes are likely to be worn and seen on the streets of New York, Berlin or Tokyo, but are also a big step ahead in terms of functionality. Again and again Acronym amaze their customers with innovative details - the magic ‚Gravity Pockets’ or the Forcelock, a convenient magnetic earphone mount. By now, even the big hitters trust the know-how of the Acronym-Design-Team: Stone Island conjointly developed its Acronym’s 2008 menswear collection, Stone Island Shadow.

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Errolson Hugh, 38, runs the Acronym GmbH with his exgirlfriend Michaela Sachenbacher, but brought Jörg Haas with him for the interview. Responsible for online-magazine Beinghunted whilst also running the Firmament store in Berlin-Mitte and web-shop The Glade, Jörg, 36, almost knows the Acronym target audience better than the designer Errolson. Jörg’s Firmament store hosted the presentation of the last Acronym collection, but his involvement with Acronym stretches back further. They tell the story themselves...

Errolson, how did Acronym start in the very beginning?

Errolson: In 1994 myself and Michaela started a freelance design agency under the same name where, amongst other things, we worked quite a lot for Burton Snowboards.

About ten years ago we decided to use our technical knowhow within another domain; clothing for daily use. Basically we just asked everyone we knew with a store if they’d like to stock our products. This way it all developed rather organically. We produce an extremely small number of items, all very expensive. Not everyone can sell them.

Hence you guys do not focus on expansion at any price. Even looking at the Firmament x Acronym T-Shirt made for the presentation of the new collection: there were officially only 15 pieces available.

Jörg: Naturally we manufactured a few more. Originally we only wanted to serve direct clients and friends, yet in the end we received so many requests that we decided to sell a few. But we never made money.

How much did a single shirt cost?

Jörg: 45 Euros.

How fast did they sell out?

Jörg: All within a day – we could have sold many more.

Are you guys trying to increase the demand by creating a product shortage?

Jörg: No, it is simply a financial matter. We have to prefinance everything, so we try to play it safe.

Errolson: That is the general philosophy at Acronym.

A lot of people think we limit the production ourselves, but technically we just don’t have the capacity. Our products are rather difficult to manufacture.

What quantitiy are you guys producing?

Errolson: I don’t know the numbers by heart. But I know that the sale samples of other brands are produced in higher quantities than our actual collection. For a few years now, we’ve had have our own factory in the Czech Republic, where all of our woven fabrics are manufactured.

And the rest?

The bags are done in Berlin by Bagjack. Leather, cord and jersey come from Japan.

Not really the classic low-wage countries.

Errolson: Yes, but we couldn’t do this in these countries. We could never afford the necessary needed number of units. Acronym is fully independent, only funded with our own money. In principle the company only consists of Michaela and myself.

How many pieces do you guys manufacture of the Varsity Jacket, which is sold at around €1200 at the store?

Jörg: We used to have four different styles of Varsity

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Jackets. Overall there were 30-35 pieces. Yet the majority of the jackets aren’t available for sale; many shop owners just order the pieces for themselves. Only 20 out of 35 jackets are really purchasable.

What does the typical Acronym-customer look like?

Jörg: We got musicians, DJs, designers... If you look at a Gore-Tex-Jacket like the GT-J14, a few days ago I had, at least for Germany, the typical customer in the store: A student who doesn’t indulge himself very often except when he does some research beforehand. This guy doesn’t want to buy online, he comes into the store. He stays there for an hour looking for advice and ends up with exactly the jacket he needs. I’m pretty sure that we won’t see this guy again for another two years.

That’s one group. On the other hand we also have customers who have so much cash that money isn’t an issue.

Errolson: One has to add that Acronym really isn’t a normal brand. We don’t run any market analysis. We don’t necessarily have an end-consumer in mind when we design.

We really do only concentrate on the product. And when it’s done we see if we can get it sold.

Very risky.

Jörg: Not so much anymore. A few years ago you really had to go directly into the stores like SlamJam or Hideout in order to convince the customer. Today you post a t-shirt online and within 24 hours the news has gotten around through numerous blogs around the world.

Where does Acronym sell best?

Errolson: Japan. In the beginning the Japanese market accounted for almost 70 percent of our sales; today it still makes up 40 percent. The rest is dispersed all around the world. We designed our distribution system together with Jörg.

Subnet-mask, a dealer website. Because of these tools the distribution network... well, it isn’t really a network.

Jörg: Chaos fits better (laughing).

Errolson: I would call it non-linear. People who comply with our terms of business can log-in and buy. There are no geographical boundaries.

So in fact there isn’t a bigger demand?

Jörg: The wholesale prices at Acronym are very high.

For the same price you can get twice or even three times the quantity from other brands.

Errolson: At the moment our manufacturing capacity is a real boundary. We just don’t have enough seamstresses to manufacture more. We’ll have to solve this problem soon. Still, we have one very important principle: We won’t attempt anything that we are not capable of doing. And we are not going to manufacture through an assembly line. If you look at the tailoring of an Acronym jacket, it is like a three-dimensional puzzle.

Jörg: Many people don’t realise that. There are some who compare an Acronym jacket with one from North Face

and think they can basically get the same thing for half the price. That is like comparing a Porsche with a Volkswagen.

Where does your weakness for the function of a piece come from?

Errolson: Probably because both of my parents were architects. I also grew up in Edmonton, Canada. Up there the winters are very cold. Temperatures of -35° Celsius are rather common.

Do you even consider yourself a fashion designer? Or rather a product designer?

Errolson: In a way you cannot really seperate form and function. Communication is a function. Style is a function. The social function of fashion is very important. So, I don’t draw the line. I don’t restrict myself to one domain.

Are there any big investors interested in the company?

Errolson: We’ve had a few enquiries.

But you guys refuse steadfastly?

Errolson: (sighs) The business has become super complex. The problem is that everything has to grow at the same time: product, demand, distribution channels, infrastructure. If only one sector grows too rapidly, the whole system collapses.

Even with investors our products wouldn’t be available everywhere overnight.

Can you afford your pieces yourself?

Errolson: Very few (laughing). At least not in Japan. If I miss my own order date, I don’t even get anything myself. That already happened twice.

Material plays a huge role for you guys. Which new developments can we expect?

Errolson: The trend goes towards refinement. Yet the functions stay the same: water-proof, breathable....but you can’t anymore clearly distinguish between functional textile and normal textile. We have been saying for a long time that technology should be a natural part of high quality garments.

Jörg: Through Acronym many other brands have realised that you can do much more with these materials than just snowboard pants.

How many different pieces does your collection include?

Errolson: By now 41 pieces, but 20 of them are different bags. The summer collection is a little smaller. But actually it all depends on how many good ideas we have. We do not produce any “fillers“.

Is it true that there are waiting lists?

Errolson: To some extent as you don’t know where to buy the stuff, it will be difficult to get the correct size.

Jörg: With us that is definitely the case.

Errolson: We only produce what has been ordered. We cannot afford to manufacture anymore later.

Text: Michael Sohn

www.texteundso.de

From where do you draw the inspiration for your work?

Errolson: From many sources. When we do a collection, we know by then what will happen next year. What we want tor try out.

Could you tell us a current example?

Errolson: A very important development of last season was the Suspensor Jacket. A hybrid, bag and jacket in one.

The jacket functions as a small backpack without this feature being visible from the outside.

My last question was supposed to be: What are your future plans? Yet having got to know you, I almost presume you guys just drift....

Jörg: Yes, but there are plans. They are just very hard to realise longside the daily business. You are constantly being diverted or distracted from your original plan. Yet I think if we tried to reach our goals any faster many (good) things would never happen.

Photos: Lars Borges

www.larsborges.de

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www.acronym.de

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My Bright Uniform "Always in shape!"

Our valued Bright exhibitors certainly always are. Once again in our ‘My Bright Uniform’ category we’re presenting some representatives from the sales and distribution sectors to show you just how well they spruce up, ready to face the freezing cold winter of 2010.Plus: the official anniversary uniform of the Bright family!

Bright Uniform

Larissa Windmeier: Hoody: Turbokolor, T-Shirt: Obey, Jeans: Reell Nina, Shoes: Vans Era Lopro Jens Ole Engisch: Hoodie: Turbokolor, T-Shirt: Obey, Hose: Dickies Flat-Front Workpants, Shoes: Vans 106 Vulcanized

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“Go get it!“ Unique Stuff, Schladming Julia Hafemann Brands: Fenchurch, Horsefeathers, Makia, The Hundreds, Sanük, Femi Pleasure, Clast Uniform: Jacket: Fenchurch Cheekie Jacket, T-Shirt: Fenchurch Nicole Tee, Watch: Nixon

www.unique-stuff.at Photo:

www.simon-vanhal.com

“It's never too late!”

Matix, Los Angeles, Etienne Pinon Brands: Matix

"The devil’s in the detail.“ Flux Factory, Frankfurt Zeeshan Chaudhary Brands: Lifetime Collective, Whyszeck, Denim Is Everything, Lagom, Qhuit, Frost Birgens Uniform: Blazer: Red Collar Project, Vest: Lifetime Collective, Shirt: Why Red, Denim: Denim Is Everything, Shoes: Marc Jacobs Uniform: well, this looks like a Matix uniform…

Cap: Matix, T-Shirt: Matix, Shirt: Matix, Jacket: Matix, Underwear: Matix, Denim: Matix, Socks: Matix, Shoes: Lakai, Skateboard: Girl

www.matixclothing.com

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www.flux-factory.com

“Be who you are.”

Fresco Sales Agency, Merano Franz J. Hoeller Brands: DVS Shoes, Lakai Footwear, Matix Clothing, The Hundreds, Alprausch, Fourstar, Girl, Chocolate, Flip, Deluxe Uniform: Hoodie: DVS, Shirt: The Hundreds, Jacket: Modern Amusement, Pants: WESC, Belt: Matix, Shoes: Lakai Telford www.frescodist.com

“Don’t count the days - make the days count.”

Säck & Nolde, Bochum Manfred Säck Klaus Nolde Brands: AMOS, Stüssy, UNDFTD, Jeepers Peepers, ALIFE, Manhattan Portage, X–Large, Uglydoll, TUK, Blunt Wraps, Honey Rose Mannie´s uniform: Jacket: Stüssy Deluxe, Pants: UNDFTD, Shirt: AMOS, Shoes: Stüssy Klaus´ uniform: Jacket: AMOS, Pants: Stüssy Deluxe, Shirt: UNDFTD, Shoes: ALIFE

www.saeckundnolde.de

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“Never on schedule but always on time!”

"Actions speak louder than words."

UCON Acrobatics, Berlin Jochen Smuda

Bzwei, Offenbach Katarina Vick

Brands: UCON Uniform: Cap: Dan Cap, Jacket: Ucon Down Jacket, T-Shirt: Ucon Artist Shirt x Chris Grey, Pants: Ucon J1 Jeans Raw Denim Blue

Brands: Burton, Analog, Gravis, Anon, Red Uniform: Cardigan: Analog City, Dress: Sessun, Top: Burton Essential Tank, Belt: Burton Perforated Belt, Shoes: Gravis Tasha

www.bzwei.com www.ucon-acrobatics.com

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The network is growing Texts: Romy Uebel Illustration: HIT www.hit-studio.co.uk

The whining and whingeing of the retail trade are part and parcel of the everyday work of a specialised journalist. If you want to feel positive vibes, you’re better off talking to online retailers. The keywords here are: increasing turnovers, expansion, recruitment of new staff, warehouse extensions, investments. Bright wanted to get in on the good mood and decided to take a closer look at five of the most important platforms.

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frontlineshop Get the basics right!

In 1986, with Fun House Records, a music mail order company for punk and underground-import goods, Torsten Lange laid the foundation stone for frontlineshop, which has in the meantime turned into the most important German street fashion mail order business. The success lies, according to Managing Director Stefan Puriss, in the independent look and feel of the brand. Every picture on the homepage or in the lookbook is produced by the company itself, the suppliers’ CI is incorporated into the in-house concept. The collection clusters of Fashion, Streetwear and Action Sports for the men, and Fashionista and Street Couture for the ladies are charged with emotion and clearly defined as the lifestyle world with a premium character.

Nowadays, 90 percent of the turnover is generated by the online shop, in 2008 the logistics, back-end, call-centre and service were replaced and the company was relocated to a sophisticated office on the River Elbe in Hamburg. The importance of the location for a company focusing on e-tailing is explained by Puriss as follows: “We talk about lifestyle, so I should be able to have a taste of it too. A metropolis is required for this. Since our relocation we have been able to recruit better qualified staff. The city and in particular our location are great incentives for people from the marketing and technology sectors. Hamburg also has the perfect infrastructure for the mail order business, which supports fast growth.”

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The urban way of thinking and dynamics can also be transferred to the image of the company, Purriss is convinced of this. And at frontlineshop lateral thinking is on the agenda anyway. And so frontlineshopTV, which was launched in 2007, doesn’t just deal with fashion in their ambitious short films, but also art and music. In 2009 they opened a stationary pop-up store for two weeks to make the company’s concept tangible for those who aren’t quite so internet-savvy. The event character of the innovative concept store impressed over 3500 customers.

Despite innovative side projects like this, 2009 was dominated by consolidation and deceleration. “At first, our motto was ‘get the basics right’,” explains Puriss. “Now we’re concentrating on further promoting our premium character but also emancipating our outlet concept. This value chain approach, being able to market second-season goods via our portal and the same warehouse, without further transactions, is completely new and highly attractive for our suppliers.” frontlineshop is currently looking to recruit more staff – so we can be sure that they have a lot more up their sleeves for the future.

www.frontlineshop.com

Headquarters: Hamburg Turnover in 2009: 34 million Euros Site-Visits per day: 90.000 Items sold per day: 2.000 – 6.000 Return rate: 40% Number of employees: 65 Age of core target group: 14 – 35 years Target group: 46% women, 54% men Online range: 13.000 items from 300 brands Top-selling textile brands: adidas Originals, Carhartt, Fornarina, Boxfresh, Levi‘s Top-selling shoe brands: adidas Originals, Boxfresh, Vans, Vagabond, Dico, Nike, Asics/ Onitsuka Tiger

www.kolibrishop.com

Kolibri – The fast-flying hummingbird

“We make a lot of decisions with our gut instinct and basically, our range reflects what we like and what we’d also wear ourselves.” Gut instinct is often mentioned when talking to Kolibri Managing Director Sascha Coldewey. In 2005 when he was looking for a name for his online shop, he followed this inner instinct. The German word Kolibri means colibri or hummingbird. Just like the small bird, the rapidly growing e-tailing concept has presented itself as fast, efficient and flexible right from the very start, setting trends before others do it first.

Coldewey already gained his first experience in the e-business in 2000 with a platform for graffiti supplies, followed by Sneakersworld for shoe fans, and for four years he has been focusing his attention on Kolibrishop.

“We originally had a lot of skate and streetwear brands, but with our personal taste the offer has changed. We have a clear focus on fashion, lots of updates come from Scandinavia,” he explains. It will be more grown-up and fashionable in the future: instead of the current 120, Kolibirishop wants to reduce the number of labels to around 60. “It doesn’t make any sense to offer too many brands,” explains Coldewey. “We prefer to concentrate on strong brands like Bench or Levi’s and then add exciting, small labels to those. Girls especially make purchases based a lot more on the look, not the name – which we’re noticing in the success of our own line.”

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Kolibrishop prefers reduction and rationality in the presentation of the goods. The models are displayed without heads, which saves production time and allows you to concentrate on what’s important. Although a multilanguage website should soon ensure a more international clientele, Coldewey is more pragmatic when it comes to answering the question regarding the location of his own company: “Our office is literally in the middle of a field. In my opinion, rent prices play a decisive role in e-commerce. Because of our brand reputation this works.” Their own character and customer loyalty are set to be improved in the future with an updated social commerce segment.

For example, customers will be able to rate items with a user-account, upload images or present their own wardrobes.

Videos will be added and there are also another few ideas in the pipeline – the little hummingbird is flying!

Headquarters: Mainz Turnover in 2009: not specified Site-Visits per day: 50.000 Items sold per day: approx. 500 Return rate: 30% Number of employees: 25 Age of core target group: 25 – 35 years Target group: 30% women, 70% men Online range: 5.000 items from 120 brands Top-selling textile brands: Billabong, Levi’s, Bench, adidas, Nike Top-selling shoe brands: adidas, Puma, Nike, Boxfresh, Fornarina

At Titus Skateboarding

Titus Dittmann sold the first skateboards from his basement more than 30 years ago, before setting up a small wholesale empire one year later. Quite rightly he is now regarded as Germany’s skateboard founding father.

Quite a few eventful years later, Titus GmbH is the worldwide biggest retail concept in the skateboarding sector. From Münster they run ten of their own shops and 28 franchise stores, as well as five outlets. Seven mailorder magalogues are published annually, however, almost half of the turnover is generated via the webshop, which was launched in 1997. “Our four buyers, who we call Product Managers, buy for all channels, but the widest range is available in the webshop, which has around 8000 items,” explains PV Schulz, Operational Manager at Titus since 2008.

“Streetwear with a skateboarding background is very clearly at the focus. Our customers are mostly also interested in the lifestyle associated with it; five percent of sales consist of hardware.”

While lavish photo editorials are produced for the magalogue, more pragmatic stills are used for the online shop, for clarity and to make it easier to compare products. If models do appear, then they’re mostly from their own pool of drivers or customers who are ambitious amateur models who’ve written in and offered their services. “The community spirit is extremely important at Titus. Before Facebook and Studi-VZ we actually had the largest online community in Germany. There are currently 20,000 registered users,” Schulz told us.

Six employees in the photo department and just as many IT experts put new products online every day, a team von another four editors looks after the news page and report daily from the sectors of sport, fashion, games and music.

“Next year we will be re-launching the online shop, which will be a lot more lifestyle-oriented and closer to the

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aesthetic of our magalogue. Communication with the end-consumer will be improved and interactive elements like product reviews will be introduced. We will continue to adapt the individual forms of trading and standardise the image of Titus as a brand.”

Four years ago Titus Dittmann returned to the operative business to polish up the core competences and put his company back on track. In the future he wants to gradually step down from the company business, but definitely not to indulge in sweet idleness. The tireless 60-year-old wants to focus more on his ‘Skate-Aid’ foundation, which gets youngsters involved in skateboarding and continue spreading the community spirit of skateboarding into the world.

www.titus.de

Headquarters: Münster Turnover in 2009: 45 million Euros, 20 million of which in the e-commerce sector Site-Visits per day: 80.000 Items sold per day: approx. 6.000 Return rate: 25% Number of employees: 200 full-time employees in the whole company Age of core target group: 14 – 28 years Target group: 30% women, 60% men 10% unisex (accessories and hardware) Online range: 8.000 items from 200 brands Top-selling textile brands: own brands Titus and Rules, Carhartt, Mazine, Volcom Top-selling shoe brands: Vans, Osiris, És, Emerica, Globe

The Supernova Principle

If a resourceful PR team had thought up the development of Planet Sports, we probably wouldn’t believe them. The success story goes something like this: in 1993 two young guys open the boardsport and sport fashion shop Planet Sports by Lake Ammer in Bavaria, followed by further branches in Weilheim and Starnberg. In 1997 the online shop of the same name came into existence and the two bosses even packaged the first parcels themselves.

Nowadays Sven Horstmann and Marcel Peters, with their small Planet Sports empire, can claim to have founded one of the most important retail concepts and e-commerce companies in Europe. At present a staff of over 100 is employed full time, in 2009 they opened a 500 square meter store in a top Munich city location, and launched the shopping club Clubsale.de. Particularly in the online biz, the strongest business segment of Planet Sports, the turnovers have been doubling for years and 20 percent is already being generated abroad.

“Even if we’re now a large company and major players like G-Star and Bench are amongst our bestsellers, we haven’t lost our credibility,” assures Sven Schlager, Head of E-commerce.

“First and foremost this can be attributed to the fact that the founders are still actively involved in the company as managing directors and both have deep roots in the scene.” Planet Sports gives something back to the scene: it sponsors athletes like snowboarder Wolle Nyvelt or surfer Marlon Lipke, supports two snowboard parks in Kitzbühel and is a partner at the Air&Style Contest.

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But the motto is also “Never forget where you’re coming from!” when choosing brands. “Every year we add between 10 and 15 new, small brands to the range. With our traffic figures this can very quickly mean huge success for the labels. Last year we were extremely positively surprised by United Skateboard Artists. A top-selling shirt was sold over 100 times, the guys really had to work hard to produce more,” explains Sven Schlager.

In 2010 the sporty planet will be extending its orbit: special marketing activities are consciously targeting international customers and a new homepage is already in the starting blocks.

www.planet-sports.de

Headquarters: Starnberg Turnover in 2009: not specified Site-Visits per day: 70.000 Items sold per day: approx. 4.500 Return rate: 20 – 25% Number of employees: 108 Age of core target group: 16 – 32 years Target group: 52% men, 48% women Online range: over 250 brands Top-selling textile brands: Bench, Carhartt, Burton,Volcom, G-Star Top-selling shoe brands: Vans, adidas, Nike, Converse, Etnies

The Pro Filers

There was a time when not everyone who could hold a pen called themselves an artist, and graffiti was not necessarily urban or street art. Back then, around the end of the 1990s, two resourceful writers and guys in the know, Jörn Stiller and Markus Christl, came up with the idea of launching a magazine to document the scene.

In 1999 they presented the first issue of Stylefile. Ten years and 30 issues later Stylefile is internationally regarded as an authority in all matters of urban art, the circulation is an impressive 10,000 and the two founders have long since been the bosses of a small retail and publishing empire.

With Publikat they run a mighty fine publishing house, whose highly recommended publications include the books Banksy (2006), Art of Rebellion 2 (2006) and Herakut (2009).

The 2.500 square meter warehouse in Mainaschaff near Aschaffenburg, which the company has always called its home, no longer only houses spray cans, markers and print material: it’s the streetwear and sneakers sector where the money’s at. “Our online shop was launched in 2000 and it only seemed logical to us that as well as graffiti supplies our customers also needed cool streetwear,” explains Jörn Stiller in retrospect. “What began with a handful of brands now makes up 90

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percent of our turnover. However, fundamentally nothing has changed about the attitude we had back then. We don’t chase short-term trends, but aspire towards long-lasting, good partnerships with our suppliers.”

The mix of major players and small, charming labels vouches for the authenticity of Stylefile mail order. Fans throughout Europe, who are supplied via French and English websites, recognised this a long time ago. All models are recruited from the team’s circle of friends and acquaintances; IT, logistics and also their own line Eight Miles High are all dealt with in-house. In the future they want to continue to evolve, especially abroad. Anything’s possible if you have Style!

www.shop.stylefile.de

Headquarters: Mainaschaff Turnover in 2009: 7 millionen Euros Site-Visits per day: 25.000 Items sold per day: 600 – 1.000 Return rate: 20 – 25% Number of employees: 50 Age of core target group: 15 – 30 years Target group: 60% men, 40% women Online range: 3.500 items from 50 brands Top-selling textile brands: adidas Originals, Bench, Carhartt, Eight Miles High, Mazine Top-selling shoe brands: adidas Originals, Asics/OnitsukaTiger, Converse, Nike, Vans

All spruced up!

Tim R.: Jacket – Vans, Pullover – 667, Jeans – Lifetime Collective, Sneakers – DC / Eddie: Shirt – Cleptomanicx, Tank Top – Insight, Shorts – Joop!, Sneakers – Nike SB Tim J.: Jacket – Vans, T-Shirt – WoodWood, Jeans – Lifetime Collective, Shoes – Volta

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Photography: Sabrina Theissen Styling: Christian Stemmler / Bigoudi Production: Romy Uebel Hair / Make-up: Jens Gabor / Perfectprops Production assistance: Nada Carls Photo assistance: Silke Borek Models: Paula und Tim J. / Seeds Eddie / Viva Tim R. / ANC

Paula: Jacket – Sessun, Top – WoodWood, Pants – Vans

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Tim J.: Headphones – Matix, Backpack – Carhartt, Tank Top – Vans, Pants – Vans / Eddie: Sunglasses – Ray Ban, Tank Top – Lifetime Collective, Pants – Iriedaily, Bag – Makia

Tim R.: Headphones – Matix, Backpack –­ Airbag Craftworks, T-Shirt – Addict, Jogging Pants – Airbag Craftworks / Eddie: T-Shirt – Altamont, Shorts – Carhartt Paula: Tank Top – 667, Tank Top underneath – Brixton, Skirt – Sessun / Tim J.: Hat – Brixton, T-Shirt – DC, Shorts – Stüssy

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Eddie: Jacket – Makia, Tank Top – Tiger Jeans, Pants – Stüssy

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Paula: Jumpsuit – Henrik Vibskov, Shoes – Feiyue / Tim R.: T-Shirt – Humör, Pants – Humör, Shoes – Clae Eddie: Shirt – WoodWood, Jeans – Reell, Socks – Camel Active, Shoes – Fenchurch

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Tim J.: Cardigan – Homecore, Longsleeve – Homecore, Shorts – Homecore

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Eddie: Jumper – Stüssy, Shorts – WoodWood, Necklace – Reality Studio, Shoes – Fenchurch Tim R.: Shirt – Vans, Shorts – Stüssy, Shoes – Jack Purcell

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Paula: Shirtdress – Sessun, Trench – Lifetime Collective, Necklace – Arielle de Pinto

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Paula: Shirt – Vans, Skirt – WoodWood / Tim J: Shirt – Brixton, Pants – Homecore

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Tim R.: Jacket – Wemoto, T-Shirt – Wemoto, Shorts – Wemoto, Sneakers – Jim Rickey

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Crew love is true love Text: Will Kemp

Can it be that it was all so simple then? Back in the day, a clothing store was just a place where you went to buy clothes. But the humble shop of days gone by has evolved into a very different creature. Nowadays, stores don’t just carry brands; they are brands in their own right. Along with their extended crews of friends, collaborators, artists and DJ teams, the new breed of shop has as much of a loyal following as the labels they sell. And as they’ve grown in status, these stores have gained power over the consumer, establishing incrowds their customers want to be part of and lifestyles they want to buy into. It’s worth looking at a few of the shops that have managed to expand their empires most successfully. From club nights to collabs, mixtapes to merchandise, these guys have their fingers in more pies than a hungry fat kid in a bakery.

Patta: the collaborators

Patta is one store that works extremely closely with the rest of their crew. Literally – the shop shares the same Amsterdam building as their artistic buddy Parra and the skate store Ben-G. The store was opened in 2004 but the people behind it had been friends far longer. As co-owner Guillaume “Gee” Schmidt explains, “We work together because we are also involved on a personal level”. The store itself is just one aspect of a wider creative whole: “Whether it’s shoes, shirts, mixtapes, parties, expos, it’s just a form of expression”.

Patta was opened as a way of sourcing the products this group of friends wanted, but as its reputation grew, the team found itself able to go one step further by collaborating with brands instead of just stocking them.

As Gee points out, “If a collab is good, both parties benefit from it equally”.

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For Patta, collaborating with the big brands boosted their profile, while on the other side, these projects were a great way for sprawling multinational brands to buy into the credibility and cult following of a smaller independent entity.

But the big brands got greedy and the concept of the collaboration, like that of limited editions, was devalued (Sneaker Freaker magazine even coined the memorable term ‘collabortions’). So how have Patta managed to keep things fresh? Gee puts Patta’s consistent success down to the concept behind each product: “Collaborations can help but also destroy you - it’s the ideas and the people behind the ideas that make the difference”. Honesty and experience have helped them stand out from the glut of dime-a-dozen collab colourways: “We always stay pretty true to ourselves. Knowledge of

products is important”. And they see the collaborative work as a stepping-stone to unveiling their own brand in the near future.

Ultimately for Patta it all comes down to the people who are involved, whether it’s close colleagues (“working with them is very natural – we can call them friends”), collaborative partners (“we only work with people we want to work with”) or even the other stores they admire (“it’s always the people behind it that make it really exceptional”). And now they’re planning to expand their crew even further, with another shop named &plus and a Stussy Amsterdam store in the pipeline alongside their own clothing label. True to form of course, all this will be housed under one roof…

www.patta.nl

Norse Projects: the collection

One shop that has successfully made the transition to a full-blown clothing line is Copenhagen’s Norse Projects. Its founders came from backgrounds in distribution, design, retail and galleries, and alongside Norse, they also run the Street Machine stores and California Sports Distribution. The store was set up as a platform for all these areas of expertise, hence the name: as co-founder Mikkel Grønnebæk explains “Right from the start we chose to use the name Norse Projects. The reason for this was that we don’t like to appear as only a store or a brand. We all come from different backgrounds and we like to mix all our interests”.

With its enviable reputation and stockists, you might suspect this is a case of a brand’s creators exploiting their distribution network and connections for overnight success. But in fact the brand was planned at the same time as the store and its origins were

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surprisingly low-key. Starting out with a modest line of shop tees and caps, the store’s owners felt a need to take things further in order to cater for their own personal taste as they grew older. As Grønnebæk says, “We were sort of tired of the whole Californian all-over printed look, so making our own line with a Scandinavian twist was much needed”.

Their approach to hype and collaborations seems refreshingly personal too. Despite the regular press coverage and their own blog on the High Snobiety website, they don’t seem that fussed about online marketing: “Having a blog is fun and a good way to let the world around you have an insight on a more personal level into what projects you’re working on or what music you’re listening to or what you did last night.

We never had a MySpace or Facebook account though”. Their approach to collaborations is similar: “Collabs are a fun thing to do… Some projects are obviously good for press but we also like to work with lesser known brands and artists”. And although its stockist list

reads like a who’s who of elite stores, the brand aims to remain inclusive. “Our customers are all very different,” says Grønnebæk. “There should be a little for everyone, as long as it’s value for money”.

Beyond all the hype, there’s a sense that the Norse crew are just doing what they enjoy – even when it comes to the difficulties they face. “There are tons of problems to solve everyday,” says Grønnebæk. “But that’s what makes it fun... striving to do it better and then move on”.

www.norsestore.com

Slam Jam: the originators

Let’s go further back to one of the oldest examples of this type of extended family. Luca Benini founded his company Slam Jam in Italy in 1989 as a natural extension of own interests - as he puts it, “I simply followed my passion for music and fashion and my curiosity for the youth movements of that time”.

Benini started distributing the seminal brands Stüssy, Freshjive and Carhartt, sticking to his own tastes and hoping that others shared them.

And this approach obviously paid off. Alongside the distribution business, Slam Jam now also runs a press office, numerous exhibitions and three stores in Ferrara, Milan and Verona.

Benini’s background gave him a head start when it came to retail: “My experience in distribution helped me a lot in knowing the needs of the market, sometimes even to the point of anticipating trends”.

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But he’s modest about his own input, putting down much of his success to the brands and individuals that he works with. “Every project reflects my taste and my passions. But Slam Jam owes a lot to the brands we carry, to their products and their philosophy,” he explains. “The match of those two realities makes customers trust us”.

In its twenty-one years the company has evolved to cover a wide range of fashion and culture, from the ‘street’ side (the Slam Tricks skate competitions and Carhartt stores) to the more high-end fashion labels and art shows. To achieve this, the Slam Jam crew is split into separate but interlinked elements: “My staff is divided into teams to be better focused on their objectives.

At the same time they compare their ideas and constantly team up so they can always offer a coherent image”. So do the different projects help push each other forward? “Definitely yes,” agrees Benini, adding that the added publicity from his other activities is useful both in boosting store sales and raising the profile of the company as a whole.

But since 1989, the streetwear market has become increasingly saturated. So what are Benini’s tips for how to stand out from the crowd? “You simply have to be more focused on your customers and the selection and quality of the products you offer. Even if today’s market is crowded and maybe also a little bit boring, consumers are still searching for those products that can satisfy their need to identify or distinguish themselves”.

www.slamjam.com

Pigalle: the new bloods

The Parisian store Pigalle may be an infant compared to Slam Jam, but at only one year old but it’s already firmly made its mark. Owner Stéphane Ashpool was a founder of the creative crew and hype blog darlings PainOchoKolat, and he’s been able to exploit this connection to raise the shop’s profile: “Pigalle is a solo project but it’s all family. So POK, Pigalle, me, it’s all the same, it’s just about energy”.

Ashpool opened the store to bridge a gap between street culture and haute couture, stocking it with “the best shit from the street to the high-end”.

And he’s bridging gaps with his other projects too. Between Pigalle, POK and Vida 9 (the company he runs with his mother), Ashpool manages to cover everything from the sidewalk to the

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catwalk, DJing to dance performance, art to sport. He puts this down to a “passion for new things” and the influence of his friends and family, explaining that his different projects are all connected: “They fit together because nightlife, clothing, music, art really move together… it’s almost the same scene”.

Pigalle has already built a buzz that many a more established shop would envy. Ashpool puts this down partly to his extended crew’s heavy web presence: “It’s thanks to my friends who build all the strong blog stuff on the web – they do some nice coverage but it’s actually only 50% of the activities”. The rest comes courtesy of “a lot of trips, a lot of partying and a lot of work”.

Like they say, all work and no play…

And while the publicity doesn’t necessarily boost the shop’s sales, it certainly boosts its profile and credibility – which, in a market where customers are keen to be associated with something cool, gives it an advantage.

This publicity has also led to (and in turn been fed by) some highprofile collaborative projects, including a collaboration with Stüssy and a basketball court created with Nike.

The latter seems particularly appropriate since Stéphane describes the POK collective as “evolving like a basketball team”, with each member playing their part to help the whole crew grow. And this growth is only just beginning, with more projects including a fully-fledged Pigalle clothing brand in the works. As Ashpool explains, he could never be satisfied with simply running a shop: “To be just a streetwear store sounds like a f*cking nightmare to me – no way, it’s everything or nothing”.

Nike Blazer High Vintage ND Suede in store: April 2010

Sneakers

Nike Blazer High Vintage ND Suede in store: April 2010

adidas Trimm Trab Table Football in store: April 2010

adidas Gazelle OG Suede/Leather in store: February 2010

Nike Challenger in store: now adidas Gazelle OG Suede/Leather in store: February 2010

adidas SL 72 Nylon/Suede in store: February 2010

Nike Challenger in store: now

Onitsuka Tiger Mexico 66 DX LTH/SU in store: March 2010

adidas SL 72 Nylon/Suede in store: February 2010

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01 Clarks Desert Boot Suede in store: February 2010 02 Clae Parker Khan LTH in store: February 2010 03 One True Saxon Butty in store: February 2010 04 One True Saxon Butty in store: February 2010 05 Clarks Desert Boot Suede in store: February 2010 06 One True Saxon Tatting in store: February 2010 07 adidas A.039 Double Play Leather in store: January 2010 08 HUB Subway Canvas in store: February 2010

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01 Pointer Benson NU/LTH – in store: March 2010, 02 Clae Zissou CA – in store: April 2010, 03 Sperry Topsider Authentic orginal – in store: February 2010 04 Vans Chukka del Barco – in stores: now, 05 Onitsuka Tiger Carrack LTH – in store: March 2010, 06 Sperry Topsider Authentic orginal – in store: February 2010 07 Clae Zissou CA – in store: April 2010, 08 Clae Zissou CA – in store: April 2010, 09 Sperry Topsider Authentic orginal – in store: February 2010

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01 DVS Milan CT Suede in store: April 2010 02 Supra Vaider Patent Leather in store: March 2010 03 Supra Dixon Suede in store: March 2010 04 adidas Culver Vulc LTH/SU in store: May 2010 05 Nike 6.0 Zoom Oncore 2 Vint. LTH/SU in store: January 2010 06 DC Pure Slim LTH/SU in store: February 2010 07 Supra Vaider Canvas PAT in store: April 2010 08 DC Trust SU in store: March 2010 09 Globe Encore-2 Cleptomanicx Suede/Leather in store: February 2010 10 Nike 6.0 Melee Suede in store: May 2010

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01 Nike Toki Canvas ND - in store: June 2010, 02 Gravis IVSK8 Filter TX – in store: April 2010, 03 Nike Toki Canvas ND – in store: June 2010 04 Vans LPE – in store: now, 05 Vans LPE – in store: now, 06 Keds Champion – in store: now 07 Asics Aaron CV CA/LTH – in store: January 2010, 08 Nike Capri SI Canvas – in store: April 2010. 09 Nike Capri SI Canvas – in store: April 2010 10 Gravis Slymz CA – in store: April 2010, 11 Gravis Slymz CA – in store: April 2010, 12 Keds Champion – in store: now 13 Nike Capri SI Canvas – in store: April 2010, 14 Gravis IVSK8 Filter TX – in store: April 2010, 15 Vans Authentic – in store: now

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01 Ascis Aaron MT CV – in store: August 2010,02 Onitsuka Tiger Fabre Light – in store: August 2010 03 New Balance M1300 – in store: July 2010, 04 Onitsuka Tiger California 78 – in store: August 2010 05 Puma DR Clyde Mash Up – in store: August 2010, 06 New Balance M1300 – in store: July 2010 07 Puma Fast Rider – in store: August 2010, 08 Ascis Ayaka CV – in store: August 2010 09 New Balance M1300 – in store: July 2010, 10 Puma Dallas – in store: August 2010 11 Puma Dallas – in store: August 2010

01 01 Boxfresh Swich in store: August 2010 02 Pointer Barajas II MID in store: August 2010 03 Pointer Barajas II in store: August 2010 04 Pointer Benson in store: August 2010 05 New Balance M577 in store: August 2010 06 New Balance M577 in store: August 2010 07 Boxfresh Keel Womens in store: July 2010 08 Boxfresh Keel Womens in store: July 2010 09 Boxfresh Swich Womens in store: March 2010 10 Boxfresh Swich Womens in store: March 2010 11 Sperry Topsider Band of Outsiders in store: August 2010 12 Sperry Topsider Band of Outsiders in store: August 2010

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Selection by André Gerber, Product Manager & Buyer, frontlineshop.com

Andrés first “official” pair of sneakers was a TKKG special edition by Puma – at that time he was five years old. Later on his selection grew constantly with rare styles such as adidas Edberg, Nike Flight or Vans Authentic. Today he lives out his 71 – Bright Magazine

passion for kicks in his job and private life as: “Sneakers are as individual, unique and distinctive as the people wearing them, that’s why it’s so much fun!”

T-Shirts

Makia Cap Man in store: August 2010

Aveal Skate-o-fant in store: February 2010

Altru Palm Tree Flat in store: January 2010

Topdollar Fat in store: March/April 2010

Foundation Sharpie in store: April 2010

The Zonders We Run Things in store: February 2010

Ezekiel Oceanic in store: September 2010

Upper Playground Broads by Estevan Oriol in store: February 2010

LRG Grass Roots Henley in store: February 2010

Amos Revolver in store: February 2010

Converse Star Chevron Flag in store: July 2010

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Homecore Tabac Tee in store: February 2010

Toy Machine Sectflag in store: April 2010

Airbag Craftworks Mydeer Seafoam in store: February 2010

Altamont Fader in store: February 2010

People’s Market Rebel in store: February 2010

Éveil Fred Rapid in store: March 2010

Stüssy Black Sheep in store: February 2010

UNDFTD A Win is a Win in store: February 2010

Cleptomanicx Fuzzy Eye Drifter by Marok in store: February 2010

Obey No Justice, No Peace in store: February: 2010

RVCA Come Visit in store: April 2010

Iuter Not a Crime in store: March 2010

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06 – Airbag Craftworks Easy Jet Warm 02 Huge Oxford in store: now

10 – Superhorstjansen Reisetasche SHJ in store: now

07 – Cleptomanicx TAALking Reversible Bag in store: February 2010

11 – Amos Peace Tote Bag in store: February 2010

08 – Roxy Rock it in store: November 2010 09 – Homecore Pyramide Weekender in store: February 2010

12 – Burton Wheelie Sub in store: August 2010 13 – Converse Star Chevron Backpack Skate in store: July 2010

14 – Iriedaily Toshi Bag in store: February 2010 15 – AD Deertz Tote Bag in store: March 2010 16 – Matix Randall Backpack in store: August 2010

AN AMERICAN ORIGINAL SINCE 1935

A PASSION FOR THE SEA

VISIT US AT: Bright (16-17 January Frankfurt), room 358 and 360 - Bread & Butter (20-22 January Berlin), booth S 23.1 FOR MORE INFORMATION: Collective Brands Performance + Lifestyle Group Tel. +31 (0)72 5718100 75 – Bright Magazine

www.sperrytopsider.com

nitty-gritty odds and ends 01 – Forvert Ashley in store: August 2010

05 – Roxy Oahu Superset in store: February 2010

10 – Element Nello in store: June 2010

02 – Casio Baby-G MSG-301C-7BER in store: now

06 – Brixton Smolder in store: February 2010

11 – Iuter Thimble Jacket in store: March 2010

03 – Cogama Kiss Ballerina in store: January 2010

07 – LookyLooky Crew Love is True Love in store: January 2010

12 – Reality Studio Ana Cape in store: March 2010

04 – Gabriel Schwan Knot in store: now

08 – Cleptomanicx Sailor Top in store: February 2010

13 – Starstyling I Love Both Button in store: now

09 – Sessun Marshan Sundance in store: February 2010

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WWW.PYROMAN

S/S2010 FEAT.I ARE UGLY

77 – Bright Magazine 2 – Bright Magazine

Silas Baxter-Neal Natural Born Skater

Nowadays Silas Baxter-Neal skates like an East Coast pro, which is astounding considering the 25-year-old grew up in the sleepy city of Eugene/Oregon far away from any sort of urbanity.

Last year he was awarded the title “Transworld Skateboarding’s Best Rookie 2008”, Trasher voted him as “2008 Skater of the Year”.

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Silas’ numerous appearances, including in Seasons 2, the fantastic opening section in Habitat’s "Inhabitants“ or Trasher’s "Rocket Science“, convey the impression that he’s constantly on the move, shooting movies and taking photos. But the talented young outdoor guy still managed to find time for an interview with Bright.

You´ve spent most of the year on the road. Have you spent any time in Chicago?

It’s been pretty crazy since I moved. I don’t think I’ve ever spent this much time on the road, but these last two months I have a few weeks at home and I am hoping to stick around for most of the fall.

Is it starting to feel like home?

My house feels like my home. I am still getting to know the area, but I’m not sure if the Midwest will ever really feel like “home”. I’ve moved so much in the last few years I’m not sure what “home” is supposed to feel like.

How is the skating in Chicago?

It’s pretty nice, I’ve been trying to find spots and meet some people to skate with.

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Do you have a favourite spot there yet?

Not really. The C-wall is fun to hang out and carve on sunny days but it’s pretty limited as far as doing tricks. I skate at Wilson Skate Park quite a bit and that’s a lot of fun.

Your first signature Campus Vulc came out in 2009 and featured artwork from Portland board company Tribute Skateboards. What’s your connection with Tribute?

It’s just all the Portland homies. They are all my good friends and I am hyped on what they are doing, and they are hyped on what I am doing, I think. Andy Westhusing does all the graphics for them and he helps me out when I need to come up with design ideas.

You’ve been working on your first pro shoe with adidas.

What has the process been to get that started?

Well, it just started out with going through all the shoes in all the little rooms at adidas and then I got a disk with almost every shoe adidas has designed. I just started looking at shoes and seeing what I liked. From there I met with Danny [adidas shoe designer] and he started drawing me pictures of what I explained to him and we just kind of went back and forth until we came up with a design we both were psyched about.

Can we expect some more Tribute collaboration on the new shoe?

We will have to wait and see I guess. I hope so...

How many times do you think you’ve done the Zoobomb in Portland?

I don’t know, easily over a hundred...

And how many of those have been at night?

Not that many, maybe 12-20. I’m usually doing other grown-up teenager activities once the sun sets.

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I’ve heard that work is being done on a Habitat video.

Are you going to have a part?

Yeah, we’re working on another vid. It’s kind of a tenyear anniversary thing. I don’t think it will be quite the production of “Inhabitants” because we aren’t putting five years into it, but it should be really good. We have a few new dudes who’ll have amazing parts. Between Marius and Austyn it can’t be bad.

On a scale of 1 to 10, how much of a hippie are you?

Depends on your definition I guess. In my eyes I am probably a 3-4, but I think in most people’s eyes I am closer to a 7 or 8.

What is the allure of having a cruiser board?

They are just fun things to put together, experiment with different shapes and sizes of boards, wheels and trucks. Something smooth to push around on.

What are you working on next?

I guess the only project I know of is the Habitat video.

Bright Bowl Contest Bowlcontest

Saturday 15:00 – Qualification Sunday 15:00 – Finals Prize money 1.500,– Euro Hosted by Limited

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Art at Bright

Fixedgearlondon x Bright

Text: Nada Carls We know them pretty well by now: the daring bicyclists on their minimalist fixed gear bikes. The affectionately treasured, steely relationship between fixies from Frankfurt and London has been intensified for a couple of years by the Bright tradeshow. During the last summer event the guys from London already exhibited their custom-made frames and of course insisted on showing a few moves. It was in 2005 that Andy Ellis and Ted “SuperTed“ James founded – out of the pure love for cycling – the Londonfixedgear, still one of the most important Fixie crews. With his aggresive style of riding, Ted turned himself into a globally respected fixies icon and Andy made an equally big name for himself as co-founder of Fixed Magazine. Together they collaborated with with Vans, 14 Bike Co., Lifeact, Continental, SAGlife, Charge and many others.

In January they will present a photography exhibition that documents their fixed gear trip to Tokyo. In addition, the guys have created a very special delicacy for the tenth Bright in January: Together with ten artists (including Jeremy Fish and Marok), ten different fixed gear frames will be designed under the name Fixedgearlondon x Bright and auctioned afterwards.

The money will be given to children’s homes in Romania.

www.fixedgearlondon.com www.fixed-mag.com

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ArtyFarty

Text: Nada Carls “They might be silent but deadly though we promise whatever it is we’re showing, it sure won’t stink.” With this announcement the ArtyFartys from Cologne leave us hanging on for the moment. In their very own gallery in a basement vault back in their hometown they exhibit contemporary and urban art. By their own account, ArtyFarty stand for style and quality without compromise. This was shown last October at the world’s first urban art fair “Stroke.01” in Munich, when they displaying a huge, impressive and provocative work of art by Wayne Horse and Herr Schulze.

At their last exhibition they presented “Prick Wall” with William Head, The Boghe and Morcky, “Carne Tour” with Doma and Fase from Argentina, “More

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Human Than Human” with El Bocho and “Inside the Magic Puff” with Will Barras, SteffPlaetz and Swanski. January sees plans for painting actions in the hallways and exhibition rooms of the Bright Tradeshow. They will also show a few prints and shirts from their in-house production. Watch out for more arty farts to come!

www.artyfarty-gallery.com

The Lodown Icons Basementizid Text: Nada Carls Text: Nada Carls A much appreciated repatriate and an art-allrounder, the Basementizid head Sergej Vutuc from Heilbronn is now an inherent part of a well-known team: the Art at Bright curators, who in summer or winter place interesting output in their “creative niche” at the ground floor. Whether Sergej is travelling foreign countries or new worlds of art, he never loses his attitude as a real skatecorepunk, one which he will let us partake in again this winter. The exhibition is made up of three principal parts: Works from Herr Schulze, who likes to play with a moment of shock à la “violence meets humor“. Works from Vutuc himself, showing very personal diarylike snapshots from 2009. And a behindthe-scenes documentary of the last four years Basementizid, covering more than 30 artists like Vincent Goozen, Bertrand Trichet, Evol & Pisa73, Klub7 and Danny Gretscher.

www.basementizid.com

It is no news that, for many, Lodown Magazine is state of the art in terms of quality (visual and textual) coverage of fashion, design, music, film, architecture, extreme sports and everything that is relevant within the urban biotope. If you are somebody that prefers to look rather than to read, you can, provided you are equipped with enough sensitivity, experience numerous moments of joy when flipping through the mag.

Since issue #48 each issue has seen new logos created for the fixed sections of the magazine; “Oddz”, “Pressed“, “Sneaks“, “Our Fave“, and “Audictive Bunch“. With every new issues the brains behind Lodown also change the layout, all fonts, colours, paper grades and freelance contributors – these guys seem to know how it works.

With the the “Lodown Icons“ exhibition the magazine devotes itself exclusively to the logos used in the past 20 issues.

A catalogue will also be released that is limited to 1000 pieces. In January the Bright organizers look forward to presenting a preview exhibtion with selected works from the release.

“Stay relevant, influential and progressive“ is the motto for 2010. With this healthy dose of self-confidence and self-reflection Marok, Fortmann & Co have gained the right to celebrate themselves and publicly commit themselves to “15 years of influential independent publishing“. Keep it up, guys!

www.lodownmagazine.com 84 – Bright Magazine

The Rock’n‘Roll Wrestling Bash

Text: Nada Carls Rock’n’Roll, Mexican Wrestling & Trash are the elements that best describe Carlos Martinez’ sweaty and highly amusing show program “The Rock ‘n’ Roll Wrestling Bash”. The 28-yearold worked in both the music and streetwear (Roadrunner Records, Made In Corp.) before founding his own company Bloody Baron Records in 2003. As the founder of the prestigious wrestling league “Galactic Trash Wrestling Alliance” he even wrestles himself with the bad boys at “The Rock ‘n’ Roll Wrestling Bash”. This January, Bright attendees can find out more about the show (next date: 05.03.2010 @ Gloria Theater, Cologne) and the release of the new Chicano shirt brands „Santa Sangre“. In addition they can get tattoos by Santa Sangre and G.T.W.A. – for free!

www.rockandrollwrestlingbash.com

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Monkeydrive x Zonders

Text: Nada Carls “Print screens are like rock stars: both have a short but excessive life.

All that is left after they are done is the hype for the fans or chucked down the shredder.”

Wow. Until now we didn’t know that the manufacturing of band shirts includes philosophical allegories, yet the guys from Monkeydrive seem to put it rather well. The textile printing press was founded in 1995 in Louisville, U.S.A by the Metroschifter drummer Chris Reinstadler and skater Chris Holland.

Monkeydrive has since made a name for itself serving customers like the band The Get Up Kids and labels like Alien Workshop and Habitat. There are now plans for a longterm collaboration between Monkeydrive’s European branch office in Frankfurt and their favourite artist collective “The Zonders” (est. 2008).

At this year’s Winter Bright they present common works as well a collection of everything from cryptic Metal-shirts to absurd punk designs from the last ten years of Monkeydrive.

www.thezonders.com www.monkeydrive.de

Turbokolor

Text: Nada Carls With the foundation of the streetwear label Turbokolor Pavel “Swanski” Kozlowski, a native of Warsaw, finally fullfils a childhood dream. The artist and graphic designer lived in Germany for a couple of years after highschool, working for various skateboard firms.

On his return to Warsaw he put all of his passion for skateboard design, arts and graphic design into the setting up of Turbokolor. He has since collaborated with artists like Jeremy Fish and Will Barras as well as the US-labels Akomplice, Foreing Family and Official. In his art space at the Bright tradeshow in January, Swanksi will present his “label cosmos” showing a retrospective that covers ten years of skateboard graphics including decks for brands like Cliché, Listen, Hessenmob, Noma and Creation. In 2009 he also exhibited in Warsaw (“Kosmodrom 3000”) and Cologne (“Inside the Magic Puff”). And in 2010? More to come!

www.turbokolor.com

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Stw2d x Lozza

Text: Nada Carls

Dropmobile x Erste Liebe

Text: Florian Biedermann One’s first love can appear in manifold forms and figures: the boy from around the corner, the maiden with the braids from the physics class.... but also one’s first very own skateboard.

It seems the last one was the idea behind creative agency Dropmobile’s exhibition, which they present under the amorous title “Erste Liebe” (“first love” in German) at this winter’s Bright. Martin Groeger and Che Andre Bergendahl, the creative minds and curators of the exhibition, show quite a delicate and interesting mix of images. “Erste Liebe” is a photographic retrospective of thirty years of skateboarding in Germany.

The creators asked many well-known skaters from the scene to head into the darkest corners of their basements to dust off their neatly tucked away photo boxes, creating a diverse mix of exciting unique items from different skateboard personalities. For the rest of the year the guys plan to complement the project with skate films from the 1970s.

www.dropmobile.com/ersteliebe www.ersteliebe.wordpress.com

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Lozza Gian Paul (aka Lozza) is a busy man. An avowed workaholic, he has studied a little political science and journalism next to his architecture major, co-authored Word magazine as a photo director, organised the Wordless exhibition together with Monica Pozzi and Donovan Gregory, published the book “Nature of Snowboarding” and owned “Grand”, a streetwear shop with a built-in gallery in Zurich. Yet his actual hobby is snowboard photography.

Puh. Today, he is “simply” a photographer, working as an artist as well as commercially. At Bright he presents his newest project together with “Streetwear Today”. He challenges classic snowboard photography, sometimes with conventional shots, i.e. captured with a real lens, sometimes with graphically created photo illusions.

www.lozzaphoto.com www.stw2d.com

Made For Skate

Text: Florian Biedermann If there was a professorship in skate sciences then these two gentlemen should definitely be considered for the job: Daniel Schmid and Jürgen Blümlein – the godfathers of skateboard culture and collectors of everything related to boards!

As well as being the founders and curators of the Stuttgart Skate Museum, at the beginning of 2009 they also published “Made for Skate – The illustrated history of skateboarding footwear”, probably the most comprehensive standard work about skate shoes. And the list goes on…

With nine appearances at Bright the two can certainly be called frequent visitors, which is reason enough to present a retrospective of highlights including their legendary graphic exhibitions “Censorship is Weak as Fuck” and “Made for Skate”.

Daniel Schmidt and Jürgen Blümlein have also been busy developing iPhone applications. One result is “The shoe!

Thrasher”, in which you can use your fingertips to virtually make your skate shoes look worn and battered. At Bright the duo will be holding lectures on the subject of “App Phone” at 2pm on Saturday and Sunday.

www.made-for-skate.com

History of Sneaker Ads

Text: Nada Carls www.momskitchen.de The king is dead, long live the king! Being the prince of the world of kicks, Stefan Roepke aka Pomo opened the shop “Sneakerking” in downtown Frankfurt in 2000. Being a sneaker nerd and expert from childhood, the 43-year-old has been working professionally with sneakers since 1996 and has seen more kicks than most. Today the refined monarch is the owner of the BMX shop 2Four7 in Frankfurt, which naturally includes a sneaker compartment. For the Bright 2010 he will present an exciting outline of commercial sneaker history to us, the people. The “History of sneakerads” exhibition sees 300 different orginal ads from 15 brands, all taken from old magazines from 1960s up to the 1990s. A dignified retrospective of sneaker ad history and an exciting insight for the “generation kicks“.

www.2four7.de

88 – Bright Magazine

Espadrij x Bright

Text: Florian Biedermann It’s not just the renowned elixir from the comic world that comes from a small Gallic village, but also the linen shoes with the plant fibre sole, which adorned many a foot in the 1980s: yes, you guessed it, espadrilles!

For a long time they were considered extinct but Felix Staeudinger, half-French and Düsseldorf-based, recently rediscovered them in a village in the French Pyrenees. He founded the label [Espadrij] and breathed new life into the handmade canvas shoes that are still sewn on old machines.

For Bright Felix had a simple but ingenious idea. As the show is celebrating its 10th anniversary ten pairs of [Espadrij] will be designed in Bright’s CI colours of the last ten trade shows by ten different artists. These unique specimens can be purchased in agreement with the artist afterwards – all proceeds will be donated to the Romanian charity project started by “Art at Bright”.

www.espadrij.com

Fixiestube

Text: Florian Biedermann Plain, purist and pretty – the right words to describe Fixies or Single Speed Bikes. Without gearshift, breaks, lights or other (un)necessary gimmicks, these bikes have gradually developed from track racing to bikes for couriers into the everyday street scene. And if you want to know what makes these one-gear bikes so special, as well as their sporty character and their timeless beautiful design, you’re best off asking people like Florian Ebert and Frederik Stautz from the Fixiestube in Frankfurt. They have both been cyclist enthusiasts and specialists for years and at their Fixiestube in Frankfurt offer everything that a cyclist’s heart desires. With accessories like bags, bike fashion and their customised bikes, at the Bright they will be recreating a small, cosy bike shop à la Fixiestube.

They will also be presenting a few of their sideline projects such as excerpts from the WheelzUp! Bicycle Film Festival for example.

www.fixiestube.com

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The BRIGHT Experience Extraordinaire – Part III

What?

Indie, Tronics, Trash & Dancing Beats

Who? DJs Caulfield (Agenda Suicide Club/ Cologne) & Damned Dan (getaddicted/ Cologne/ Dortmund)

When?

Saturday, 16th January, 10pm

Where?

The Message is party on!

Carhartt Store Frankfurt presents: A BRIGHT Night.

What?

Soul, Funk, Disco & Beats

Who? Linn & Freddie Cruger live PA (Sweden) Red Astaire & Michael Rütten DJ Sets

When?

Saturday, 16th January, 10pm

Where?

ENZO e.V., Hohenstauffenstraße 13-27, Frankfurt

How? Admission only with ‚Welcome card’ – allotted at Bright Tradeshow only.

Last year ENZO e.V. and Carhartt already proved that they get along splendidly and presented Mr. Scruff and Eddy meets Yannah to Frankfurts club scene.

This year, ENZO and the Carhartt Store Frankfurt have Swedish Soul in their pocket: Supremo from Stockholm, Freddie Cruger aka Red Astaire aka Hans Dampf in allen Gassen. With Soul Lady Linn & Band they will perform tracks from their current album “Waiting for Spring“, which released on their own 90 – Bright Magazine

Home Grown label. Subsequently, Freddie back2back grooves with ENZO host Michael Ruetten. In this session, you can certainly hear the legendary bootleg D‘Angelo classic “Follow Me“ which Cruger published as Red Astaire on Gamm Enterprises. A Premium-Date for Bright Tradeshow, watch out for the poodle!

Club Mokambo, Friedrich-Ebert-Anlage 13, (at the former police headquarter), Frankfurt

How? Admission: invites only! Attention! Limited quota - and the cards are handed out exclusively at Monster Skateboard Magazin (room #275) and Ezekiel (room #227).

After Monster Skateboard Magazine, Intro Magazine, Ezekiel, Atticus and Ambiguous have trashed the Club Mokambo twice already, it’s time for the Bright-AfterTRADEshow-Party with the usual steam bath-ceremonials again.

Musically Caulfield and Damned Dan will provide a wild mix of Indie, a kind of pop, rock, trash and just a dash of electronic beats.

So it’s basically everything that’d be used to accompany a good skate vid soundtrack. With chilled drinks and a bag of “Bussy-Popcorn“ the willingness to dance or pogo your ass off will surely increase fast, along with more party-fever-habits - including the ones that usually end in an unrestrained readiness to dispose of a multitude of layers of clothing - which of course requires you show up wearing enough.

Furthermore there have been rumours that our colleagues of VICE will throw a party, too. Those in the know will know…

91 – Bright Magazine

skate.vans.com - ©2009 Vans, Inc.

Best Booth at Bright Creative areas with a heart

It’s a classic trade fair visitor scenario: hours and hours spent wandering down the aisles, past endless rows of identical cubicles, as you gradually begin to lose track and all interest. Fortunately, at BRIGHT instead you will find cells of creativity, as every season our beloved exhibitor family transforms the old police headquarters into a colourful battlefield of walk-in installations with an innovative use of off-the-wall materials. Since winter 2007 their commitment has been rewarded and the most imaginative stand is presented with the “Best Booth” award.

The jury, comprising Bright heads Thomas Martini and Marco Aslim, plus one guest freelance journalist, each chooses their favourite, in which the artistic creativity and uniqueness of the trade fair stand are what clinches it at the end of the day. The winner gets to admire the challenge cup designed by urban artist MyMo on their mantelpiece for half a year and also pockets a voucher for free stand rental at the next Bright.

Mazine won the first award in winter 2007 and impressed with an elaborate installation in a Ruhrpott-beer-hallstyle and literally got the mannequins dancing. “We made the mdf or kapa figures slide along with window shutter motors on tracks,” explained Mimmie Annuß from Mazine. “We develop our ideas ourselves, to be as close to the brand as possible and really put our heart and soul into it.”

And now we’d like to proudly present the winners of the last years: Summer 07: Mazine, Winter 08: Suenos, Summer 08: 92 – Bright Magazine

Supreme Being, Winter 09: The Hundreds (who were joint first with Nike, who granted TH the win). The reigning winner of Best Booth in summer 09 is Forvert, who in cooperation with design student Marcel Bleeck reflected their ten-year label anniversary in a clever, black-white typo installation made of wood and fabric, reflecting the letters ‘FORVERT’ and the number ‘10’ in an unconventional way. “We wanted to have movement and develop a purist aesthetic and that’s what we achieved thanks to a lot of heart and soul and artistic creativity,” explained Sabine Rochholz from Forvert.

We’d like to take this opportunity to say a big THANK YOU to all imaginative DIY experts – we’re already looking forward to the next colourful round!

Text: Nada Carls

www.momskitchen.de

www.iriedaily.de • info@iriedaily.de • iRiedailY is a trademark of W.a.R.d. gmbH. Styled in Berlin

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Bright tradeshow FrankFurt/Main 16.01.-17.01.10 • Room 273 - 2nd FlooR

BRead & ButteR BeRlin 20.-22.01.10 • SpoRt & StReet HangeR 1 – BootH: S 12.3

Media Partners Monster Skateboard Magazine Eric Mirbach, photographer & editor

Staf Magazine Juan José Moya, editor-in-chief

Is internet killing the magazine star? What will the magazine of the future look like?

Who knows? I think that magazines with good content, made with dedication and love, will always have their readers. Paper is a classic, after all. But the guys with the mega-bucks aren’t really interested in what people like me and genuine magazine fans are up to. You have the internet and it’s growing every day, but on the other hand there are more magazines out there than ever before! I don’t think that the internet will replace magazines in the future. But if it comes to that then it will be because the moneybags controlling the media world have made it happen.

Is there an online version of your magazine?

Yes! We have www. stafmagazine.com or you can leaf through the issues on www.issuu.com. We don’t really have a website, it’s more of a platform to show the rest of the world what’s happening with the magazine: in our cultural environment, news, videos, photos, art... We don’t have discussion forums or anything like 94 – Bright Magazine

that yet, just news and event tips.

What role do social media platforms play in your work? How do you integrate them? Which ones?

Our friend Malin Sevelin from Brooklyn is working on a STAF profile for Facebook. We’re not really big fans of media platforms like Facebook or Myspace because our own website is going in a community platform direction where you can meet friends or communicate with other people.

And what would be the Facebook status message for your next issue?

FIRST ANNUAL PHOTO ISSUE out now!!! STAF 42 is out in January 2010. Cover design by Thomas Campbell!!!

Is internet killing the magazine star? What will the magazine of the future look like?

If anything, the internet is killing the overkill.

When the market dwindles, you simply have to raise the bar. The magazine of the future will be made by lovers of an outdated medium for lovers of an outdated medium and is therefore valuable, elitist, nostalgic, not exactly cheap and most importantly: rather lonely on the shelves at the already superfluous newsagents.

Lucky for us, our target group goes wild for the rustling reading pleasure that paper provides so they don’t spend the majority of their leisure time on Youtube or The Berrics website (*cough, cough).

Is there an online version of your magazine?

On www.skate-

boardmsm.de we diligently keep our archive, the editorial blog and product blogs up to date, as well as the news (which are meanwhile dealt with very briefly in the actual magazine). When it comes to page impressions

(about 530,000 per month), the vulgar remarks below the video clips in the player help just as much as our reader feedback in the mail department. The online stuff is just a teaser to the magazine content; the full articles can only be found in the print version.

On the other hand, it allows us to publish longer reports that are just too big for the print mag – or we can offer a video to accompany an article. In this respect the website is definitely a worthwhile supplement to our print mag.

What role do social media platforms play in your work? How do you integrate them? Which ones?

We’re represented on both Myspace and Facebook with Monster Magazine, where we post updates or the latest cover. On our regular website every visitor is just one click away from easily posting videos or blog entries on Facebook.

Apart from that, pretty much the entire editorial staff has a Facebook profile where they cultivate half-hearted virtual friendships and communicate via that platform to a certain extent…

And what would be the Facebook status message for your next issue?

Done!

Verve

Playboard

Ralf Bernert, publisher

Jochen Bauer, editor-in-chief

Is internet killing the magazine star? What will the magazine of the future look like?

Yes! Classic print media will partially disappear, sooner rather than later. They’ll only stand the test of time in sectors where large-sized presentation and the touch and feel have a relevance. Why should trees continue to be cut down and huge logistical expenses be pursued, just so content can be printed onto paper that at the end of the day causes a huge waste problem, as well as being outdated by the time it has been published? And who will still want to spend money on advertising if its success cannot be measured in real-time?

High-quality, glossy mags that you display on your shelves after reading because their contents and presentation have a certain sustainability will certainly coexist alongside the internet and also remain attractive because advertising is placed in them for image reasons.

The acceptance of the internet as a medium, which is still subject to certain technical restrictions, will certainly increase over the next few years as a result of higher bandwidths and new, more practical and intuitive devices with tiny fold-out touch-screens.

Is there an online version of your magazine?

Verve Magazine was launched as a purely online magazine in quite an untypical format for the web as we chose to concentrate on visual, mostly largeformat contents. Only since 2009 have we published a collection of the absolute highlights – also in very large-formats – as a print mag twice a year. However the detailed features and fashion spreads can only be found in the online mag. We see the print mag only as supplement and offline teaser to the online magazine.

Verve Magazine’s success relies exclusively on word-of-mouth recommendation – over the last few years we have been able to build up a very solid, international fan base.

What role do social media platforms play in your work? How do you integrate them? Which ones?

We use Xing for networking, Facebook and Twitter for online marketing, however, currently only for the Verve shop, the magazine’s little brother. We built up our fan community for the magazine long before the Facebook and Twitter era, so we’re not really dependant on social media platforms.

And what would be the Facebook status message for your next issue?

Fashion is therapy.

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Is internet killing the magazine star? What will the magazine of the future look like?

Not necessarily. I think you have to clearly differentiate between the two areas and focus on different things.

Playboard clearly focuses on researched articles in print as well as on the web and tries to masterfully link them together. The web just hasn’t managed to achieve the same attention-hold as a magazine, which is why I still see print versions as a good thing that conveys our sport in the best possible way.

Our trade thrives on largeformat, action-packed and vibrant photographs – and that is something an image of 72dpi and in RGB has never been able to give us!

You also have to admit that the photos available online consist mostly of B-footage of the riders and the highlights are definitely still only to be found in the mags.

Is there an online version of your magazine?

Our print issues aren’t adapted as 1:1 online mag versions. We’d much rather pool the different areas and profit from the synergies. We want to provide the user with other topics than the classic magazine reader. And that is important, too, since the print medium can never be as up-to-date as a homepage. On the other hand a

homepage always has to be updated – otherwise the reader will lose interest.

That’s why we have different editorial teams, one for web and one for print so we can edit the various content quickly and process it effectively.

In 2009 we invested a lot of money into our new media image and it paid off right away. The number of users has soared and playboard.de has become a fully-fledged web mag with different and above all, additional contents.

What role do social media platforms play in your work? How do you integrate them? Which ones?

We’re on all of them with Playboard: Facebook, Myspace, you name it. With these networking platforms we want to mobilise our friends and draw attention to our print and online mags. That way they’re always well-informed and can join in with excellent events, contests, news or Playboard articles. These days it doesn’t matter if it’s for the web or a classic newspaper, there’s no denying that these platforms have become an important marketing tool today.

And what would be the Facebook status message for your next issue?

Hawaii 5.0 – because we’re sending Max Beinhofer, Denny Pham, Samuel Beyer and Alex Mizurov to the Pacific island. I’m already looking forward to reading that Playboard report!

Sleaze

Kinki

Danilo Opitz, publisher and editor-in-chief

Matthias Straub, editor-in-chief

Is internet killing the magazine star? What will the magazine of the future look like?

Definitely not. It’s just like whenever a new medium appears – the older media have to give something up, irrelevant stuff, like a fortnightly paper printing the daily weather.

The magazines of the near future will look like the ones of today. The convergence will continue to grow, as well as the acceptance of online media in general.

And multi-media too.

But magazines in the distant future will be more exciting. Mobile phones will turn into digital reading devices, which are easily readable with their integrated projectors but it only makes sense to print highquality, long-term items. This is why daily newspapers will probably vanish from print, and magazines, depending on demand. Books have the least to fear.

Is there an online version of your magazine?

We have our print version online, as a pdf, as well as a version that you can virtually browse through on Issuu. Issuu is an awesome tool, and I’d like to praise the makers once again.

The site is really popular, despite the fact that it’s

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currently run rather as a hobby, which is not hard to see. But things will change next year. A re-launch is in the pipeline that will make use of the many social media offers.

What role do social media platforms play in your work? How do you integrate them? Which ones?

We’re represented on the standard ones such as Facebook, Myspace and Twitter etc. We’re using Facebook a lot right now, not so much for “customer retention” but because it’s fun. The whole fun aspect is definitely the priority. The whole thing is extremely time-consuming, but on the other hand it’s a great way to communicate with readers or just anyone who’s interested.

At the moment integration is just about networking.

After the aforementioned re-launch things will be different. Anyone who knows our magazine will know that we aim to think beyond the mainstream.

And what would be the Facebook status message for your next issue?

Sleaze is putting on its party pants and presents itself in a sporty fashionable way at the Bright, B&B and ISPO trade fairs.

Is internet killing the magazine star? What will the magazine of the future look like?

At the beginning of the last century people said that the automobile had no future, and after television was introduced to the general population, the book was pronounced dead.

Both cars and books are still around - both with increasing popularity.

It’s the same for magazines, which have found their place in the media landscape. Important, however, is the intermeshing of various forms of media presence, as readers have also got used to many different media forms and use each medium for its own particular strengths. The magazine of the future will be one that is present on all media channels and shines through with its intelligent intermeshing of different media.

Is there an online version of your magazine?

Yes, several actually.

On www.kinkimag.com, for every issue there are exclusive articles, photo editorials, as well as a video channel, blog and artist portraits.

Our original “Wailing Wall”, where our users can rant and rave, is very popular.

Plus: we have incorporated the print mag as an E-magazine onto the site, which you can read for free. This offer hasn’t done our sales or subscription figures any damage, on the contrary in fact...

Every medium has its benefits. In a print magazine you can’t watch videos, nor discuss in real time. But large images just look a whole lot cooler in a real magazine and a magazine collection is very different to a list of bookmarked websites.

What role do social media platforms play in your work? How do you integrate them? Which ones?

Our presence on Facebook, Myspace and Twitter is really appreciated by our users and provides other platforms for direct interaction with kinki magazine.

And what would be the Facebook status message for your next issue? kinki magazine shines bright again!

Boardsportsource

Place

Clive Ripley, marketing

Benjamin Markstein, editor-in-chief

Is internet killing the magazine star? What will the magazine of the future look like?

In the future the amounts of electronic content will increase, except perhaps in niche markets.

What will be sought-after online and what will be used?

Maybe blogs, maybe magazines, or maybe something completely different.

The presentation of web contents is still adapting. The major problem is that hardly any websites can support themselves financially because search engine advertisements and pay-to-view articles are the only sources of income that really work up to now. Especially on the action sports market the brands and consumers are currently being left with very few independent quality sites. Our new Source website has been designed for simple use with fewer flashing images and a really simple navigation. The site also offers full-page advertisements as well as our editorial content, which is of great importance for our advertisers as the concept is transferred directly from the traditional magazine to the website design.

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Is there an online version of your magazine?

Yes, there is and it’s a direct copy of the print version. This helps us to reach more people. But as we include a lot of facts and not just colourful pictures, our business users prefer to pick up the paper version.

Primarily we use the website to show pictures and articles that support the magazine’s content and when required, to report on a daily basis.

Online forums are only good if you can get a decent number of people involved, but very few sites have that kind of traffic.

What role do social media platforms play in your work? How do you integrate them? Which ones?

We are linked to both business and consumer social media platforms.

They are a useful marketing tool and good alternatives when it comes to spreading content. However, you have to be careful that you stick to the limits for business and end consumers.

And what would be the Facebook status message for your next issue?

BoarsportSOURCE: it’s trade show time! See you in Frankfurt, Manchester, Berlin and Munich!

Is internet killing the magazine star? What will the magazine of the future look like?

“Skatemags” are a big part of our culture and that won’t change. Having something to hold in your hand that you can touch and feel is of course what it’s all about here, so magazines will always remain as sought-after advertising space for businesses. We believe that the magazine of the future will be how it is now - and even e-books won’t be able to change that. People keep magazines and connect memories with them. Hardly anyone saves blog entries.

Is there an online version of your magazine?

Our “PLACE for Skateboard Culture” consists of the three media: print, video and web. All three components are linked to one another, so our content can be found on all three channels. Our website is one of the most visited and up-to-date websites in the German-speaking skateboard community.

After a while we got rid of the commentary and discussion forum functions, since way too many people were just posting anonymous crap instead of actually writing serious opinions. As well as the additional administration efforts, we just don’t want to offer a platform to people for that kind of nonsense.

What role do social media platforms play in your work? How do you integrate them? Which ones?

We have a Myspace site, which gave us a chance to communicate directly with our readers in the past. For example we had the category “Switch Reader Letters” in which we asked kids about their opinions on certain subjects and that went down well. A Facebook page is in the pipeline but we haven’t got around to it yet due to our local restructuring.

On account of their floods of information these platforms are as much a curse as they are a blessing, since on the one hand you can of course inform your customers directly and immediately about events, but on the other hand it’s a fact that you’re bombarded with heaps of unwanted spam.

However, news released via social media platforms are more likely to be consumed than a newsletter in your inbox, plus readers can actively comment and become part of the news. But with Twitter it really is time to call it a day.

And what would be the Facebook status message for your next issue?

Burn baby, burn – Issue 20 out now!

Limited

Vice

Christian Koch aka Dr. Horst Relations, Chief Executive Officer for bright relations and non-certified media consultant of the Limited Group

Benjamin Ruth, publisher

Is internet killing the magazine star? What will the magazine of the future look like?

There’s no way that the classic print format will be killed! And what do you mean by future anyway?

According to Emmerich and various apocalypse apostles, everything will be over by 2012 anyway. That’s what it looks like for now.

But if we survive all that then it’s safe to say: Limited is so potent and so well-received by its target group that we can easily make it to mid2013 without any problems.

But if you mean the year 3012 by ‘future’, well, then I’d have to say we couldn’t care less as we’ll all be dead by then anyway – I mean our editorial office.

However, rest assured that even a thousand years from now, Limited will still appear in print, as the super-potent, all-encompassing, worldopinion-leading publication it is, Upgraded slightly with the help of some titty pics.

Estimated circulation: approx.12 billion. The demographic problem will no longer exist by then, because we’re all going to be doing extreme sports when we’re 120 years old – almost like Jopi Hesters today. Let’s all raise our glasses to Jopi, the old trooper!

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But if ‘future’ refers to any given period between the two mentioned above, we can assume that we have absolutely no idea how this whole thing will develop.

Is there an online version of your magazine?

Yes and no. We post the old stuff on the net. Then all the old farts that have been reading us for what feels like 100 years can gleefully ponder over old times and cry pitifully over how one’s body starts going downhill from the age of 30.

The younger readers can make fun of the shitty fashion and trashy style, whilst learning something about the history of skateboarding.

So you could say we fulfil a meaningful documentary and educational mission online. And who can claim that these days?

By the way: nobody needs another discussion forum.

There are too many out there as it is. Apart from that it only means a whole lot more work for us because it’s always filled with bullshit.

So this is definitely NOT a sensible addition!

A webcam that provides an insight into the editorial office’s daily routines would make much more sense.

And you’d have the occasional chance to see some naked arses, all for free! That stimulates the reader and generates huge amounts of traffic - which of course we’d never use for advertising purposes as we’re a bit dim when it comes to that kind of business stuff.

Last but not least: we still have this stupid web form with which our faithful readers can send us messages, which constantly bring tears to our eyes. Which is why a contact form is a load of rubbish, but it does increase reader loyalty and willingness to give us feedback, unfortunately.

What role do social media platforms play in your work? How do you integrate them? Which ones?

None. Nobody needs them. Apart from a spycam!

But that’s more anti-social…

And what would be the Facebook status message for your next issue?

Facewhat? Youface, Facetube and whatever else.

It’s all complete bullshit.

Analogue greetings from the editor.

Is internet killing the magazine star? What will the magazine of the future look like?

Just like it does today.

Is there an online version of your magazine?

Yes, www.viceland.de and www.vbs.tv.

What role do social media platforms play in your work? How do you integrate them? Which ones?

They’re very important.

And what would be the Facebook status message for your next issue?

New issue online read now!

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“The place to be was “Shrimper California” - a super-indie cassette label”

Text: Cpt. Cracker

Herman Dune David Ivar Herman Dune is a singer-songwriter. He’s an artist too. He’s bearded and of course he lives in France.

He travels the world with his music, which is personal and intimate like when someone somewhere at a friendly get-together, under the soft glowing vibrancy of a campfire, picks up a guitar and starts singing. No expectations. Just a simple sound and melodies, which conduct any memorable moment in perfect harmony with time and space.

Please tell us a bit about your upbringing!

I was brought up in a home where my mother was an artist, she used to draw, paint and etch. My father would sing and play guitar and piano, although he was a doctor. Swedish painters like Carl Larsson and Anders Zorn were family icons.

My mother taught me how to draw and my father taught me how to play the guitar and sing - exclusively Bob Dylan songs and traditional Spanish ones. Etching has fascinated me since as far back as I can remember. The first book I was given was “Zlateh The Goat” by Isaac Bashevis Singer, its illustration work

by Maurice Sendak is to this day my favourite. My taste hasn’t really evolved since my parents passed it on to me. Dylan, Zorn, Sendak and Larsson still pretty much make up my audiovisual environment.

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A lot of your art (and some of your music) has ties to Jewish culture. Besides your Jewish roots what's your fascination with the Torah?

The Torah, The Books of Prophets, and The Ketuvim are the core of the books of Judaism. I really connected to the books when my great-uncle Israel gave me a copy of the Torah commented by Rashi. The more I read the commentary on the word, the closer I seem to get to it. The Bible has so many levels of stories, characters and teachings. I am fascinated by the concept that Good and Evil, Truth and Deception would actually exist independently from the way we look at them.

The assumption that the world has an order independent from what we think or understand of it brings peace to my heart and makes me hope that what is wrong can be fixed.

Not being from France originally, do you think living there had an effect on your music?

France has had many influences on me, but to be honest, none of them were musical. It might have changed, but when I grew up, France was a country with a very poor musical scene. This lack of a scene was especially striking in the style of music that was dear to me, songs written in English.

Just as strong as the movie industry was, and as flamboyant as literature was in France, music was weak. There was no place to play or hear shows while I was growing up in the city of Paris. Then, maybe the hunger for songs, and the isolation of being the only person who wrote songs around when I was a kid, maybe this was an influence; I had no peer to compare myself to, so I had to learn by myself…

Lyrically the songs on your last record sound to me like "postcards from the road". Is your music and art feeding on the traveling and vice versa - like perpetual motion?

I use my travels to be able to write love songs, songs about love, in different contexts, different environments. To actually travel is very convenient, because I don’t need to make up anything, really, and I can feed from what surrounds me to write different tales in different environments…

You recently did a skateboard graphic for MOB skateboards and we’ve heard that you ‘love skateboards’. When, how and why did you fall in love with the stunt wood?

My mother and a friend of hers opened what she claims to have been the first skateboard shop in France, in the 1970s I believe. I still own a GT Grentec Spinner from her shop – it’s awesome. I’ve always liked the skateboard, at least the idea of it, riding, going fast. Recently, I hurt my wrist pretty bad. As I’m on tour a lot, it makes me very nervous to ride and being nervous is the worst way to ride a board. I’m looking forward to a break in touring soon, so I can get back on the board.

Even though you don't have ties to skateboarding you seem to have the same kind of DIY-ethic in your music and art - that certain ‘innocence’ and being carefree. Do you remember when you first thought, as a kid, ‘I'll just do it myself’ or ‘I can do that’?

I totally remember! I started recording myself as soon as I could play a song. When I was ten, my older brother bought a double-deck cassette recorder that could over-write on the tape. It meant you could record something and then play another part on top of it – it was fantastic. So we both started recording pretty early. To be honest though, it wasn’t until much later, when I heard Sebadoh, The Mountain Goats and Daniel Johnston that I eventually realised that home recordings were good to listen to too, and that they could be released the way they were. The concept of the demo tape suddenly vanished into thin air, and the idea of a song

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recorded in my bedroom at my parents’ place became as glamorous to me as an Abbey Road recording. The place to be then was Shrimper California, a super-indie cassette label, I sent them my tapes and they liked them and released them.

Since then, I’ve always produced all the songs I record. It pretty much became a habit from then on…

www.hermandune.com www.yayayart.blogspot.com

I’m a member of the Bright Brigade Photos: Thomas Wolfzettel

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“I’m a member of the Bright Brigade” is the claim for the Bright community. It’s about business, friendships, sharing of experiences, ideas, sport, art, music, fashion, marketing, street culture and media. All these are parts of our life and should be the link between the members of the Bright Brigade.

Join us at room 41

GSM EUROPE: +33 5 58 700 700 P R E S E N T I N G T H E T I M B E R C O L L E C T I O N , B Y E L E M E N T A D V O C AT E C H A D E AT O N

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ELEMENTEUROPE{COM}

City Guide Frankfurt

A day of skating with Paul

Ollie Heinzenberger has been riding his skateboard for 20 years and just successfully graduated from the "Städelschule Frankfurt“, where he studied Art. The other day I was wandering over the flea market at the “Sachsenhäuser Ufer“ (Saturday, every two weeks from 9 a.m. -2 p.m.) when I saw it: my first skateboard! The first “real“ one at least, for I only count from “no nose or tail schooners”.

There it is: my black Powell Peralta “Skull&Sword“ - with ventures and the 62 speedwheels.

Like running into an old friend. Hesitantly, I ask: “How much is the Powell?“- Seller: “Paul who?“ - “Yes!“, I think to myself, “he has no clue!“ But I try not to let my excitement show and buy my long lost friend back for fifteen bucks. Once I’m out of range, I cannot contain myself any longer: I grin from ear to ear and picture myself riding all the old spots. The “August“ (Gerolsteiner Straße 2) where I learned to ollie and do boardslides; or by the swing in the “Geisenheimer Straße“ where when the board flipped itself for the first time below me.

I held on to it, of course. Office-City? No, stroke of genius: I’LL SKATE OVER TO THE “BOCKI“! (U-Bahn U4, Station Bockenheimer Warte) I can see myself cruising the banks like Don and Stevie, as though they were the sea. The “Bockenheimer Landstraße“ is full of good spots. A wheelie here, a nice bank, there another one. The new water-gap (Bockenheimer Landstraße 10) will work with the old plank. Water-plank? I kill myself (we’re

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talking peeing my pants over my amazing sense of humor).

The plan’s set, but I oughta quickly drop by the Portuguese supermarket in the “Brückenstraße“ (Casa de Portugal, Brückenstraße 60) - without Guarana-power & Nata tartlet’s I don’t even have to charge off. Along the way I try a few “NoComply’s“ and feel like Ray Barbee on the way to the “BanThis“ shoot. With the large wheels it takes me just a few pushs to the “Warte“ and I ride the banks, as if they’ve flattened overnight.

On a regular day my back hurts after a mere three rides up and down... By and by the locals roll in, and we, well: “clac, grsch, clac, griing“ and so on, and so forth. That evening I cannot resist calling up Daniel, my first skate-buddy, to tell him about my phenomenal day.

And so I begin: “...flea market...NoComply...cruising...

Bocki!!“ And he goes: “No, you couldn’t have! Impossible!“ I reply: “Did so!“- but he objects: “Ollie! Your Powell broke back then, at the terminus. It was run over by a car!“

A day of pigging out in a city of many towers...

Besides being enthusiastic about the fine things in life, Frank Landau is a self-made millionaire. .

In order to begin the day with a delicious waffle and proper coffee, I preferably visit the Erzeugermarkt (Konstablerwache) right after getting up.

After finishing my weekly shopping I always drink a yummy “UN-Krautlimonade“ at my favorite booth, situated about the level of H&M. The best “Bratwurst“, by the way, can be found right across the street at a butchers from the „Vogelsberg“ region. Stuffed and happy I often go on to the flea market on the banks of the Main, or I move on towards various record stores: “Pro Vinyl“ (Alte Gasse 38) or “No.2“ (Wallstraße 15). If I end up taking the Wallstraßen-route I poke about the small shops and boutiques on the block, and, round noon, mostly end up in an “Äpplerkneipe“ to drink the first „Schoppen“ and to eat a, Frankfurt-obligatory, “Grüne Sosse“.

My favorite places: “Kanonesteppel“ (Textorstraße 20) or “Fichtekränzi“ (Wallstraße 5).

If I feel more like having cake and another coffee, I either go to the “Moloko“ (Kurt-Schumacher-Straße 1) or to “Maingold“ (Zeil 1). Later in the day, you can have dinner at both these locations. At “Maingold“ they serve quite a variety of beers - for Frankfurt standards that is. I prefer the “Tegernseer Spezial“.

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My favorite restaurant is the “Größenwahn“ (Landstraße 97) – they have a great goat cheese, beetroot salad and a real good 'menu of the day’. The prices are fair and the atmosphere very pleasant.

And already we’ve arrived at the stirrup cup! I recommend the “Rote Bar“ (Mainkai 7) for cocktails and long drinks or, if you feel like simple&authentic: “Korn“&musicbox amidst the other “Bahnhofsviertel“ venues: “Moseleck“ (Moselstraße 21). Cheers! And have fun in Frankfurt!

Photos: Tobias Friedberg & Paale Lüdcke

Selection without selection

Hannibal Tarkan Daldaban, 19 (+12) former mayor and minister for Night & Communication It’s Saturday night in the city by the “Main“, the one that has as many high-rises as a provincial capital in southern China. It is rumored that Frankfurt has a bit of everything, yet no real possibilities. I can only agree, every taste is served, only there’s somehow limited choices.... for locals, the biggest problem is being confronted with having an option canceled out simply because you don’t like the organizer. With 70% bank staffers and insurance agents general nightlife looks pretty dull as well. Let’s begin though...

“Living“ (Kaiserstraße 29, Willy-Brand-Platz), “Club 101“ (Taunustor 2-4, Japancenter), “Eurotheum“ (Neue Mainzer Straße 66-68), “Nightcrawler“ (Bristol Hotel, Ludwigstraße 15), “Appartment“ (Hanauer Landstraße 186-189)...and many similar clubs certainly serve their purpose in accommodating the likes of those 70%. If you’re not all too reserved however, you might have a lot of fun with suits in after-work mode.

Somewhere in between (and not) you could tuck the “Monza“ (Berliner Straße 74), “Cocoon“ (Karl-Benz-Straße21), “Cookies“ (Am Salzhaus 4), “Nusoul“ (Sonnemannstraße 6) as well as “Robert Johnson“ (Nordring 131, 63067 Offenbach).

106 – Bright Magazine

The few creatives and artists tend to frequent locations such as “Lola Montez“ (Breitengasse 24- or their parties at the “Rizbar“/ “Pikdame“ in the “Bahnhofsviertel“), the “IWI“ (Kettenhofweg 130), “Tanzen und Ficken“ (in ever-changing locations), “Harzwerk“, “Dorabrilliant“ and whatever else they’re all called on the “Milchsackgelände“ (Gutleutstraße 294), the “O25“ (Ostparkstraße 25), “Silbergold“ (Heiligkreuzgasse 22) or at the “Club Voltaire“ (Kleine Hochstraße 5).

To all ye who wanna get the updates on Frankfurt nightlife- check out recommendations by Guannan at RADIO X (97,1 FM shortwave)- “X wie raus”, from 6-7 p.m.

Lucky for us however: we mustn’t forget those lovely party-events always scheduled during the BRIGHT that are organized by “outsiders”... so: ENJOY YOUR STAY!

Gallery-Hopping

Sandra Havlicek studies sculpture in Tobias Rehberger’s class at the „Städelschule Frankfurt“.

The nice thing about a day filled with art is, that one doesn’t have to get up particularly early to get some action.

Round 12 I stroll into the “Städelschule“’s canteen. “Bouhlou, what’s up?“ - “Not much, the usual really. What’d’ya wanna eat?“ I look at the menu and consider my options.

Gnocchi...soup, naw, no soup, ah, roast pork with rice & salad.

“I’ll take the meat.“ I take the food and grab a seat near people of whom I know that they know, what’s “happenin’“ today. It takes me exactly six minutes to be in the picture.

It’ll be a classic gallery-hopping-evening. Nice. Before the opening-frenzy begins that evening, spending a bit of time at the “Walther König“ bookstore (Domstraße 6) is quite agreeable though. I can rake through art books for hours without end there - it smells of paper, and I envision art’s great minds hover about under this roof, watching me.

The evening tour begins at the established “Galerie Grässlin“ (Schäfergasse 46b). Usually it’s so full there, that I 107 – Bright Magazine

don’t like staying too long - however, they do have the best wine. After that we move on to the “1822-Forum“ (Tönesgasse 40), where they regularly present new works by students. Since most people seem to be standing outside all the time there, you can comfortably look around inside.

After yet another sip of wine and a few pieces of finger food we move on to “Frankfurter Kunstverein“ (Steinhaus am “Römerberg“, Markt 44). Two and a half floors of buoyant art display. Oddly enough, the mood never seems to gain momentum here. After the first floor I realize that I’m hardly receptive for any more art. Nonetheless, I continue viewing the remainder of the exhibit. “We’re off to the Central“, I hear someone saying. So the indefatigable ones head to the “Central Bar“ (Elefantengasse 13), which is where you get good drinks till late into the night and you can smoke.

The death of a travelling salesman... aka the most common buyer patter

The collection has been freshly ironed, dust balls have been quickly vacuumed up, the table has been wiped clean, you’ve laid out a few mini Twix-Bounty-Mars, the drinks are chilling. Everything’s ready, now let’s bring on the buyers! And then you hear those dreaded words...

Retailer Blurb

I’ve already bought that piece from five other labels.

I didn’t order that!

If I’d known that the collection was so strong, I would have reserved more of the budget.

I’ll take the order form with me and send it to you over the next few days.

Everything’s starting to look the same, show me something new.

Are your designers taking drugs now?

I’ll take it on commission.

Then I’ll take 2000, but I will have exclusivity, won’t I? Could you just note down my name on the sample!

That always sells really well in my store, but I’m sick of the sight of it!

Tight trousers and tees over 30 Euros just don’t sell for us and I’ve sold too many checked shirts.

We can’t pre-order as much anymore, now we want to do more re-ordering!

I don’t make advance payments as a rule!

You can get that at H&M for half the price.

If you had stitched this garment with a blue thread instead of that red one it would have been amazing.

If it sells we’ll do proper business next time.

That sold really well, make it 1,1,1…

Well, 90 days over the payment date can happen!

108 – Bright Magazine

if there were no keds there would be no sneakers

in 1916, keds created a rubber soled shoe that was so quiet that you could “sneak” up on someone whilst wearing them. and so the “sneaker” was born.

Visit us at: Bright (16-17 January Frankfurt), room 358 and 360 - Bread & Butter (20-22 January Berlin), booth S 28.2 for more information: Collective Brands Performance + Lifestyle Group Tel. +31 (0)72 5718100 109 – Bright Magazine www.keds.com

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Altru philippe nowotny dstribution 0049 171 4741334 pnowotny@ic.vkn.de www.altruapparel.com

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City Skateboards 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.thecitystreets.com

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American College Our Fashion GmbH & CO.KG 0049 40 85192260 timmy@ourfashion.eu www.ourfashion.eu

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City Stars Skateboards Mighty Distribution 0049 611 4118021 msprunkel@mightydistribution.com www.mightydistribution.com

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Destructo Urban Supplies OHG 0049 611 9287811 fstephan@urbansupplies.com www.destructotrucks.com/

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DICKIES Williamson-Dickie Europe GmbH 0049 40 2000060 INFO@DICKIES.EU www.dickies.eu

Aeme R.O.U.G.H Sportartikel & Marketing GmbH 0049 7471 96200 info@rough.de www.aemeclothing.com

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Cons All Star D.A.CH GmbH 0049 2131 7496386 fgottesmann@converse.de www.converseskateboarding.com

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Airbagcraftwork airbag craftworks 0049 6078 72336 contact@airbagcraftworks.com www.airbagcraftworks.com

Anzeige Berlin 0049 30 28884683 info@anzeigeberlin.de www.anzeigeberlin.de

BOXFRESH Brandconnection GmbH 0049 221 58980629 alex.heinsberg@brand-connection.de www.boxfresh.co.uk

Consolidated 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.consolidatedskateboard.com

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Converse All Star D.A.CH GmbH 0049 2131 749630 info@converse.de www.converse.de

DNA Burton Sportartikel GmbH 0043 512 230620 info.europe@burton.at www.ridedna.com

Bullet Jefferson OHG 0049 611 9287811 lutzi@jeffersondist.com www.skatebullet.com

Core Trucks HAVOC-distribution GmbH 0049 30 306454700 lenny@havoc-distribution.com www.core-trucks.com

Dog Town HAVOC-distribution GmbH 0049 30 306454700 lenny@havoc-distribution.com www.dogtownskateboards.com

Bummer High Skateboards Mighty Distribution 0049 611 4118021 msprunkel@mightydistribution.com www.mightydistribution.com

Crail HAVOC-distribution GmbH 0049 30 306454700 lenny@havoc-distribution.com www.crailtap.com

Draven SELECT DISTRIBUTION 001 949 7228556 cita@DRAVEN.COM www.draven.com

Burton Burton Sportartikel GmbH 0043 512 230 614 christinee@burton.at www.burton.com

Creative Recreation Grube Logistik GmbH 0049 471 9734221 cardoso@grubelogistik.de www.grubelogistik.com

Drop Dead IMPERIAL CLOTHING OHG 0049 341 21829020 u.schroeter@imperial-clothing.de www.iheartdropdead.com

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Creature Jefferson OHG 0049 611 9287811 lutzi@jeffersondist.com www.creatureskateboards.com

Dropmobile www.dropmobile.com

Candy for rich men Candy For Richmen 0033 665 017687 david@candyforrichmen.com www.candyforrichmen.com

Creation HAVOC-distribution GmbH 0049 30 306454700 lenny@havoc-distribution.com www.creationskateboards.com

Carrot Clothing PanSport Distribution GmbH 0049 931 4041178 ds@pansport-distribution.com www.carrotclothing.net

Creme Crème International Corp.

0043 512 589250115 daniela@gotcreme.com www.cremeskateboards.com

Chico Clothing 0049 221 5699114 mail@chico-clothing.de www.chico-clothing.de

Crooks & Castels Star & Wings GmbH & Co. KG 0049 6234 9261534 kathrin.becker@j-m-s.net www.crooksncastles.com

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110 – Bright Magazine

Dualite Wheels Mighty Distribution 0049 611 4118021 msprunkel@mightydistribution.com www.mightydistribution.com DVS Shoes Podium Europe 001 1149 310 7158300 tborregaard@freshdist.de www.dvsshoes.com Element GSM EUROPE 0033 558 700700 phil@elementskateboards.fr www.elementskateboards.com

Elm Clothing Mighty Distribution 0049 611 4118021 msprunkel@mightydistribution.com www.mightydistribution.com

Fury Urban Supplies OHG 0049 611 9287811 fstephan@urbansupplies.com www.furytruckcompany.com

Im King Majestic Hearts Distribution 0049 160 94650899 tobi@majestic-hearts.de www.imking.com

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Lakai Podium Europe 001 1149 310 7158300 tborregaard@freshdist.de www.lakai.com

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JART Pivot Distribution GbR 0049 221 4740812 propfe@pivot-distribution.de www.jartskateboards.com

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homecore philippe nowotny dstribution 0049 171 4741334 pnowotny@ic.vkn.de www.homecore.com

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111 – Bright Magazine

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ONTOUR 667 Brückmann Kühne Schulte GbR 0049 211 69990755 tim@team667.com www.ontour.nl Osiris 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.osirisshoes.com Oxbow Lafuma Group GmbH 0049 7023 951120 tschlossbauer@oxbow.fr www.oxboworld.com Paint the Stars IMPERIAL CLOTHING OHG 0049 341 21829020 u.schroeter@imperial-clothing.de www.paintthestars.co.uk PF Flyers 0049 171 9381422 Till.Jagla@newbalance.de www.pfflyers.com

Phantom 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.phantomtrucks.com

Real Jefferson OHG 0049 611 9287811 lutzi@jeffersondist.com www.realskate.com

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Supra Rubicon 0049 641 97190804 pschmidt@rubicon-marketing.com www.suprafootwear.com

Pirate Skateboards Swedish Skate Distibution AB 0046 701 096151 henrik@swedishskatedist.com www.pirateskateboards.se

Record R.O.U.G.H Sportartikel & Marketing GmbH 0049 7471 96200 info@rough.de www.recordclothing.net

Saucony Originals StrideRite Deutschland Vertriebs GmbH 0049 2821 719840 michael_zoller@striderite.com www.saucony.com/originals

SvartKult HAVOC-distribution GmbH 0049 30 306454700 lenny@havoc-distribution.com www.svartkultskateboards.com

Piz Gloria 0049 69 24277581 a.backer@hooligan.de www.piz-gloria.com

Red Dragon 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.reddragonapparel.com

Sessun philippe nowotny dstribution 0049 171 4741334 pnowotny@ic.vkn.de www.sessun.com

Sweet Skateboards Swedish Skate Distibution AB 0046 701 096151 henrik@swedishskatedist.com www.sweetskateboards.com

Reell REELL Denim Company 0049 2826 917575 thomas@reelljeans.com www.reelljeans.com

SHISHA Brand 0049 431 5708954 christoph@shishabrand.com www.shishabrand.com

T.I.T.S Majestic Hearts Distribution 0049 160 94650899 tobi@majestic-hearts.de www.twointheshirt.com

Place Monday Publishing GmbH 0049 221 9452670 contact@place.tv www.placeskateboarding.de Plan B Jefferson OHG 0049 611 9287811 lutzi@jeffersondist.com www.planbskateboards.com Planet earth ADIO Footwear & Planet Earth 0044 8856 901185 bernicke@earthproducts.de www.planet-earth-clothing.com Plex HAVOC-distribution GmbH 0049 30 306454700 lenny@havoc-distribution.com www.plexskateboard.com Pointer Shoes Pointer (Work in Progress) 0049 211 86206924 dominik@pointerfootwear.com www.pointerfottwear.com Powell 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.powellskateboards.com Premium HAVOC-distribution GmbH 0049 30 306454700 lenny@havoc-distribution.com www.premiumskateboards.com PRO-Keds StrideRite Deutschland Vertriebs GmbH 0049 2821 719840 michael_zoller@striderite.com www.prokeds.com Pro-tec VF Germany Textil- Handels GmbH 0049 89 350945 0 info@vans.de www.pro-tec.net Puma 0049 91 32810 info-de@puma.com www.puma.com Pyknic IMPERIAL CLOTHING OHG 0049 341 21829020 u.schroeter@imperial-clothing.de www.pyknicwear.com Pyromaniac Brainmade GmbH 0049 6221 7276210 kg@pyromaniac-clothing.com www.pyromaniac-clothing.com Quicksilver Kauai Textilvertriebs GmbH 0049 89 32226943 info@quiksilver-europe.com www.global.quiksilver.com ragwear wb compagnie gmbh 0049 99 73500224 info@ragwear.com www.ragwear.com Rasa Libre 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.rasalibre.com Ray Ban Luxottica Fashion Brillen Vertriebs GmbH 0049 8945691556 johanna.wehselau@de.luxottica.com www.luxottica.com

Refined KPP Agentur 0049 69 7421822 info@kpp-showroom.de www.refined-by-bb.com Reflex Burton Sportartikel GmbH 0043 512 230620 info.europe@burton.at www.reflexbearings.com Ritme numph & humör 0045 7631 4300 mario@numph.de keine, evtl. www.numph.dk Riviera 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.rivieralongboards.com ROBOTRON Pivot Distribution GbR 0049 221 4740812 propfe@pivot-distribution.de www.pivot-distribution.com Rockett IMPERIAL CLOTHING OHG 0049 341 21829020 u.schroeter@imperial-clothing.de www.ridetherockett.com Rogue Status west coast distribution ltd 0044 133 2811455 sales@westcoastdistribution.co.uk www.roguestatus.com ROXY Kauai Textilvertriebs GmbH 0049 89 32226943 info@roxy-europe.com www.roxy-europe.com Royal Urban Supplies OHG 0049 611 9287811 fstephan@urbansupplies.com www.royalskateboardtruck.com Rush Bearings Mighty Distribution 0049 611 4118021 msprunkel@mightydistribution.com www.mightydistribution.com RVCA ANP GERMANY LTD. (RVCA) 0049 711 16917910 jessica.schneider@rvca.de www.rvca.com Sabre Vision Majestic Hearts Distribution 0049 160 94650899 tobi@majestic-hearts.de www.sabre.fm Salt Rock Our Fashion GmbH & CO.KG 0049 40 85192260 timmy@ourfashion.eu www.ourfashion.eu Santa Cruz R.O.U.G.H Sportartikel & Marketing GmbH 0049 7471 96200 info@rough.de www.santacruzskateboards.com Sanuk Jefferson OHG 0049 611 9287811 lutzi@jeffersondist.com www.sanuk.com

112 – Bright Magazine

Shorty´s 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.shortysinc.com SkateMafia Urban Supplies OHG 0049 611 9287811 fstephan@urbansupplies.com www.sk8mafia4life.com SKULLCANDY Element Sports GmbH & Co KG 0049 8031 2341151 korbi@element-sports.de www.skullcandy.com Slave Urban Supplies OHG 0049 611 9287811 fstephan@urbansupplies.com www.worldwideslave.com

Technine R.O.U.G.H Sportartikel & Marketing GmbH 0049 7471 96200 info@rough.de www.technine.com Tensor Urban Supplies OHG 0049 611 9287811 fstephan@urbansupplies.com www.tensortrucks.com The Hundreds A-Game 0049 69 37308372 aylin@a-game.de www.thehundreds.com The Skateboard Mag 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.theskateboardmag.com

SLVDER Clothing Mighty Distribution 0049 6114118021 msprunkel@mightydistribution.com www.slvdr.com

The Zonders 0049 6021 15926 teasy@thezonders.com www.thezonders.com

Sneakers Monday Publishing GmbH 0049 221 9452670 contact@sneakers-magazine.com www.sneakers-magazine.com

Think 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.thinkskateboards.com

Sound R.O.U.G.H Sportartikel & Marketing GmbH 0049 7471 96200 info@rough.de www.soundsnowboarding.com

Thirty Six trashmark merchandising GmbH 0049 231 9371110 nicole@trashmark.com www.thirtysix.de

Source 0044 20 79543488 denis@boardsportsource.com www.boardsportsource.com

Thrasher 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.trashermagazine.com

Sperry Top Sider Stride Rite Deutschland Vertriebs GmbH 0049 06 13140681 jacqueline.vaneeten@striderite.com www.sperrytopsider.com

Thunder Jefferson OHG 0049 611 9287811 lutzi@jeffersondist.com www.thundertrucks.com

Sportswear int.

Deutscher Fachverlag GmbH 0049 69 7595 2663 info@sportswearnet.com www.sportswearnet.com

TOPDOLLAR 0049 176 62077914 romina@topdollar.de www.topdollar.de

Stereo 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.stereosoundagency.com

Toy Machine 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.toymachine.com

Stereo Panda La Finca GmbH 0049 4402 9745421 krishy@la-finca-distribution.de www.stereopanda.com

Tracker Trucks 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.trackertrucks.com

Streetwear Today b&d Verlag GmbH 0049 234 5880850 info@bdverlag.de www.stw2d.com

Transworld 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.skateboarding.transworld.net

Striipe Our Fashion GmbH & CO.KG 0049 40 85192260 timmy@ourfashion.eu www.ourfashion.eu

Tricks Skateboards Pivot Distribution GbR 0049 221 4740812 propfe@pivot-distribution.de www.pivot-distribution.com

SuburbanBliss 667 Brückmann Kühne Schulte GbR 0049 211 69990755 tim@team667.com www.suburbanbliss.net

TSG 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.ridetsg.com

Turbokolor 0048 605 821309 pawel@turbokolor.com www.turbokolor.com Ucon Acrobatics 0049 30 89204861 jochen@Ucon-Acrobatics.com www.Ucon-Acrobatics.com Unbreakable 0046 704 759988 jonsson_magnus@hotmail.com www.unbreakable.se Upper Playground Agentur Jens Kohlen 0049 172 6555331 j_kohlen@yahoo.de www.upperplayground.com US Blanks 0049 2183 441633 axel.brake@us-blanks.de www.us-blanks.de Vanilla wheels HAVOC-distribution GmbH 0049 30 306454700 lenny@havoc-distribution.com www.vanillawheels.com Vans VF Germany Textil- Handels GmbH 0049 89 3509450 info@vans.de www.vans.de Venture 001 415 8460423 thinkone@aol.com www.venturetrucks.net Verve contact@verve-magazine.com www.verve-magazine.com Vice Mag 0049 30 400544910 tom@viceland.de www.viceland.com Vision Streetwear mcbase Marketing GmbH 0049 177 5556620 hakan@kingpin.de www.visionstreetwear.com Vogelwerk 0049 40 87874711 daniel@vogelwerk.net www.vogelwerk.net Vox Footwear PanSport Distribution GmbH 0049 931 4041178 ds@pansport-distribution.com www.voxfootwear.com Wemoto wemoto / garkisch 0049 6131 6278337 gregor@wemoto.de www.wemoto.de WeSC WeSC / ACN Distribution 0046 846 505000 infol@wescgermany.com www.wesc.com Woodchuck HAVOC-distribution GmbH 0049 30 306454700 lenny@havoc-distribution.com www.woodchucklaminates.com X-Treme Video 24/7 Distribution 0049 251 91989247 n.gebbers@247dist.com www.x-tremevideo.com Yackfou Krusche&Herrmann GBR 0049 30 60502530 info@placed-berlin.de www.yackfou.com Zero Urban Supplies OHG 0049 611 9287811 fstephan@urbansupplies.com www.blackboxdist.com Zoo York Skateboards Mighty Distribution 0049 6114118021 msprunkel@mightydistribution.com www.zooyork.com

113 – Bright Magazine

AZITA X ONITSUKA TIGER 200 PAIRS – SOLD OUT THANK YOU!

A C N E S T U D I O S , A C R O N Y M , A . P. C . , B L E S S , C O M M E D E S G A R C O N S , F A B R I C S I N T E R S E A S O N , H E N R I K V I B S K O V, O P E N I N G C E R E M O N Y, RAF BY RAF SIMONS, REALITYSTUDIO, SASKIA DIEZ, SIX SCENTS, SNS HERNING, VIER5, WOODWOOD

W W W. A Z I TA S T O R E . C O M

MÜNZGASSE 10, 60311 FRANKFURT O P E N D A I LY 1 1 : 0 0 – 1 9 : 0 0 PHONE +49 (0)69 219 79 644 FAX +49 (0)69 219 79 645 EMAIL CONTACT@AZITASTORE.COM

MMIX

Discover the secrets of the the big TANSU shoe at the ONITSUKA TIGER booth, Room 241 and have a look at the inspiring AW 2010 collection.

SALES@PODIUMEU.COM

W W W. M AT I X C L O T H I N G . C O M / H E A D P H O N E S

BY M ATIX

M AT I X I S A R E G I S T E R E D T R A D E M A R K O F M AT I X C L O T H I N G C O M P A N Y .

Issue 02 / Spring 10 Issue 02 / Spring 10

FIND US AT : BRIGHT - ROOM # 228