The PREVIEW fairs of organizer CAST are known for their convivial atmosphere and focus on products. This menswear edition is no different. It's feedback that can be heard from many of the exhibitors. The fair now has over 170 brands showing (part of) their collection. Several new tastemakers have been added that also attract retailers who normally only shop in Paris. The addition of the extra brands means that the fair floor has expanded into the aisles between the showrooms on the second floor. Visitors immediately run into a dozen brands after they get off the escalator.
The route takes visitors past more mainstream brands such as Cast Iron, Lyle & Scott and Chasin', then on the first level one passes the more sustainable brands first. Those who have not glanced at the floor plan may miss this fact because there is no signage such as “sustainable area” or green colors. The floor plan simply shows a green leaf indicating the more sustainable nature of the brand. The fair lets the brands speak for themselves, but does place them fairly at the front of the route so that visitors simply cannot avoid them. In conversation with FashionUnited, Marijn Verschure already shared in late 2024 that the fair wanted to bring sustainable brands more under the spotlight, and this subtle way seems to have succeeded.
PREVIEW Men kicks off exciting trade show season
One of the agencies standing with the brands in this area is Sole Agency. The agency's Xenia Oppier is representing brands such as Kapten & Son, Rotholz, Faguo and Klitmøller that day. “I could talk about sustainability all afternoon,” she laughs. She points out that the brands in this area at PREVIEW Men all tell their own story about sustainability and that this is up to the representative to do. No green leaves at the booth or other signs. “Every retailer and buyer also sees sustainability differently. I have buyers who buy completely vegan, which means no wool or leather in the range. There are buyers who only want brands with production in the Netherlands or Europe. The criteria are different for everyone.” Each brand will therefore appeal to a buyer in a different way. This of course involves the degree of sustainability, but also still the design of the product and the price - after all, that is also what most consumers look at.....
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