Bread&&Butter by Zalando 2018

Bread&&Butter by Zalando (B&&B) — the Pop-Up of Style and Culture — returns to Arena Berlin from August 31 to September 2 this year for its third outing. This year, organizers have subdivided the whole thing into eight different B&&B districts, heightening that urban, city feel.

Those with tickets will see and experience a lineup of brands including adidas Originals, Carhartt WIP, Converse, Diesel, Levi’s, Nike, PUMA, Reebok, MAC Cosmetics, The North Face, Timberland, Wrangler, Vans, 032C, and Weekday. Each brand will be showcasing upcoming collections and exclusive B&&B-only pieces you can cop there and then, others will be hosting talks, panels, and customization workshops.

Oh, and aside from that, there’s a sick music lineup and some of the best street food Berlin has to offer. Let’s dive into the details.

Over 40 🔥🔥🔥 Brands

adidas Originals debuts the B&&B-exclusive ’90s Falcon and Yung-96 models with live music from MØ while Converse (literally) sets up shop with ISLA Berlin—the city’s best spot for nails, records, and streetwear—for The Converse One Star Salon.

Left: Timberland x Christopher Raeburn, Right: adidas Originals and MØ

Carhartt WIP teams up with NTS radio to broadcast live from the event with local and international talents (they’re also hosting DJ workshops and selling highly exclusive NTS x Carhartt merch). Carhartt WIP will also debut their Trojan Records capsule.

Mercedes-Benz is the official car sponsor of the event and they’ll also be hosting live acts such as IAMDDB and showing off their hoodie collab with upcoming designer Chelo (THATBOII) while Nike deconstructs their icons to reconstruct their future, presented by women and drops a B&&B exclusive Air Force 1 Jester in two bold colorways.

PUMA goes full-on ’80s, partnering on their brand pop-up with synth wizards Roland (who’ll also give free demo classes) and Polaroid — there’ll also be the two’s RS-0 sneaker collabs on show.

Reebok has a slice of Americana for visitors, with their Pop-Up Donut Diner that gives visitors early access to the Aztrek silhouette in an exclusive ‘90s colorway while The North Face makes its debut at B&&B with customized Nuptse jackets limited to just 66 pieces. Fellow adventurers Timberland hosts Timberland Park where visitors can relax, reconnect with nature, and learn about the brand’s environmental work, plus they’ll be revealing a collaboration with Christopher Raeburn for the first time.

Pop-Ups over Fashion Shows

There’ll also be a series of pop-up shows, performances, and live installations happening including a vogue-off from New York’s MAC cosmetics and Zalando’s FW18 collection presentation with special guests. HUGO and BÄM! Äcademy team up for a drumming and logo remix session, while upcoming brands host their own pop-up events across districts 3 and 6 throughout the day.

B&&B by Zalando and the intellectual pop-culture fashion magazine, 032c, present their special one-off collaborative collection inspired by the Germany footballer (and west Berliner) Jérôme Boateng, with Boateng signing pieces as well. Jazzelle Zanaughtti (@uglyworldwide), Gully Guy Leo, and Emily Oberg join a panel talk hosted by Emily Fife to discuss everything fashion on Instagram including how the social network has changed the fashion industry.

See Now, Buy Now

Crossing the boundary even further between street level store drops and fashion show debuts, B&&B have this year made it even easier for people to cop what they see at B&&B there and then.

As such, much of what you see there you’ll be able to buy now, including many of the exclusive pieces from the 40+ brands in attendance.

The Soundtrack of Style & Culture

Expect everything from baile funk to underground hip-hop and trap to rap pioneers are spread over three stages and three nights of live performances, DJ sets, nightly after parties and audio-visual Pop-Up experiences. Over 70 artists of the moment, including Evian Christ, Hamza, Kitty Ca$h, Luciano, Paigey Cakey, Princess Nokia, Sheck Wes, Stefflon Don, Ufo361, Yung Hurn and more get on it. Crack Magazine are also doing a vibey party with UK’s Octavian and Jimothy Lacoste, and SOPHIE, and Munroe Bergdorf, and the Pxssy Palace resident lands get behind the decks, alongside Jam City who will be bringing it.

Tickets

Tickets for Bread&&Butter by Zalando are available via breadandbutter.com/tickets. Single day tickets are 15 euro. Group day tickets are 45 euro (buy four/get one free). Single day tickets at the door are 20 euro.

Further information and program highlights to be released via breadandbutter.com. For all the hottest products, B&&B has launched an all-new shopping hub featuring exclusive first-time drops all year round, stay tuned for the launch on August 31. Follow @breadandbutter on Instagram and facebook.com/breadandbutter to stay up-to-date.

Words by Jack Drummond
Branded Content Editor
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