The fashion industry has come to Berlin this week. One of the year’s highlights is Bread & Butter, the largest “urban wear” trade fair in the world, featuring big names like Nike, adidas and Levis as well as a multitude of smaller brands showcasing the latest products and trends.

Bread & Butter’s new venue is a key reason behind its return to Berlin from Barcelona, where it relocated for a couple of years. The city’s mayor promised that the organizers would be able to use Tempelhof, the historic former airport built in the 1920s, as the site for their event for the next 10 years.

But the site is only part of the story – the city counts too. Inspired and inspiring creativity is all around us in Berlin, on the backs of local design students or in small boutiques where young designers benefit from Berlin’s famously affordable rents. Leading brands like adidas discovered these phenomena years ago.

On Münzstrasse in Berlin Mitte, the epicentre of urban fashion, adidas opened it very first adidas Originals shop in 2001. A truly international audience comes together in the three central neighborhoods – Prenzlauer Berg, Mitte and Friedrichshain. This is where industry trends are  set and where brands initiate a conversation with their audience. See what adidas has done recently for its original tribe:

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