OZON once again took place in BREAD&BUTTER international tradeshow at Berlin and saw to learn all the denim trends for Autumn/Winter 2011 collections. Autumn is still far away, so in the mini interviews below, the most known denim brands that participated in BREAD&BUTTER tell us about the jeans that we are going to love this spring.

Diesel

What is the look for the spring/summer 2010 diesel collection? Diesel returns to its rock n roll past with its special Rocking Dots s/s 2010 collection. What do you look for in a pair of jeans? A combination of great fit and great quality. What is the concept behind your new advertising campaign? Our full of humour ‘Be stupid’ campaign invites you to listen to your heart and do dumb things.

Staff Jeans & Co

What is the look for the spring/summer 2010 sTAFF JEAns & co collection? sTAFF JEANs & CO is a cool, rock and sexy brand. The look for s/s 2010 is urban rock. What do you look for in a pair of jeans? We take extra care at the quality of our fabrics and we wish to create new trends every
season. What is the concept behind your new advertising campaign? ‘Fashion Rocks’ shot by talented photographer Kostas Koutagiar, starring the up and coming model Josh Beech.

Levi’s

What is the look for the spring/summer 2010 levi’s collection? Freedom of expression is a right for Levi’s Red Tab s/s2010 Women’s Collection. “You’ve got it, now earn it”! Summer reaches a shimmering, lazy high and a more relaxed spirit emerges the positive energy of youth freed from responsibility. What do you look for in a pair of jeans? High quality, modern finishes and big assortment are the characteristics of the brand both for men’s and women’s products. What is the concept behind your new advertising campaign? The new campaign has the motto – Life is Calling. Simple but profound moments when you follow your heart, follow you instincts and do what you really love. Life is calling and its time to get on with it!

Lee

Ποια είναι η πρόταση της lee για τη συλλογή άνοιξη/καλοκαίρι 2010;
What is the look for the spring/summer 2010 lee collection? The s/s 2010 collection is inspired by the 120th anniversary of our brand and works around the three brand pillars of our history; work wear, western wear and smart looks. Central through the full collection is the introduction of the denim
DNA: modern denim cuts with elements of lee’s groundbreaking history. What do you look for in a pair of jeans? Fit, quality & Durability are the key words for the lee denims. This is the starting point of the new lee denim DNA concept; modern denim cuts that carry the elements of lee’s ground-breaking history. What is the concept behind your new advertising campaign? The DNA concept is the main concept of the s/s 2010 collection.

Wrangler

What is the look for the spring/summer 2010 Wrangler collection? Wrangler s/s 2010 is: fresh vintage denim and the thrill of the outdoors. The collections celebrate life lived full throttle. Action, adventure, adrenaline. Bright lights and the desert. Wild parties and daring races. What do you look for in a pair of jeans? The Wrangler collections for s/s 2010 combine modern style with a classic denim formula. Wrangler is the original outdoor denim brand. What is the concept behind your new advertising campaign? The concept behind the ‘We Are Animals’ campaign is men and women being captured in the heat of the moment, saturated in red water or caught in a fury of red dust. Each character becomes an embodiment of man’s inner force unleashed, an animalistic alter ego on the rampage.

Miss Sixty

Tell us about the spring/summer 2010 Miss Sixty collection? Miss Sixty s/s 2010 collection reflects the need for a unique urban beauty: a fascinating and glamorous expression of a powerful and determined female personality. What do you look for in a jean? For its s/s 2010 collection,
Miss Sixty presents a denim collection full of new products and innovative details. What is the concept behind your new advertising campaign? Our s/s campaign is defined by femininity, radiance and seduction. It is the immediate expression of a new urban femininity dedicated to women who would describe themselves as compellingly sexy, seductive and chic.

Killah

What is the look for the spring/summer 2010 Killah collection? Killah continues to have a playful attitude. We are interested in cool teenagers who are always looking for the newest products, the newest trends, the newest colours. What do you look for in a pair of jeans? The most important factor for Killah is the way we play with the details. For our target group I would suggest the regular fit. We always like to offer them a full range of styles, to fit different bodies and sizes. What is the concept behind your new advertising campaign? Kamping in the country (with a K from Killah), rooftop parties in New York, pyjama parties. Girls having fun in general.

Energie

Tell us about the spring/summer 2010 Energie collection? Energie is always proposing a lot of new styles and products. In our s/s 2010 collection all the styles, all the washes, all the features are all renewed from the past. What do you look for in a jean? Perfect fits and fresh unique washes. What is the concept behind your new advertising campaign? Jonathan Rhys meyers stars in a campaign that explores the concept of anti-conformity and freedom.

Freesoul

What is the look for the spring/summer 2010 Freesoul collection? The new image is more sophisticated. sensual denim with a touch of retro and a vintage atmosphere. What do you look for in a pair of jeans? The fit and the quality combined with a very reasonable selling price. What is the concept behind your new advertising campaign? We are working once more with the Japanese photographer Yu Tsai again. Izabel Goulard, the Argentinean top model, stars in our s/s 2010 campaign. It is a sexy, aggressive and glamorous campaign.