This article is sponsored by Bluezone, the trade show for denim by Munich Fabric Start. Register to visit here!
Bluezone Is Now Inside Munich Fabric Start—Here’s Why I Think That’s a Really Smart Move
Things are shifting in denim. The market is tough. Budgets are tight. And the old ways of working, they don’t always work anymore.
Bluezone is shifting too. Still denim-focused. Still run by the team behind Munich Fabric Start. But no longer just next door. This September, everything—Bluezone, Keyhouse, The Source, and the full Munich Fabric Start experience—comes together under one roof in Munich’s MOC trade fair location.
That’s a big shift, and not just for the floor plan. Since I first visited the show in 2016, Bluezone has always felt like a distinct space—physically and conceptually. Now, it’s at the centre of something much larger: a unified, one-stop sourcing destination that reflects how interconnected the industry has become.
In this article, I’ll take a closer look at what this change means—and discuss why I think it’s a clever move. Because it’s no longer enough for a trade show to be a place to see fabrics. It has to help visitors discover the right partners and make the right decisions.
And as a little bonus for the designers and buyers who are visiting Bluezone, I’ve also put together a curated selection of denim-focused exhibitors.
If you haven’t registered for the show yet, click here and get it done right away.
New Location Under New Direction
This season, Bluezone moves from its old venue (the Zenith building) into Hall 2 of the MOC, directly alongside KEYHOUSE, connected to the areas ADDITIONALS, FABRICS, THE SOURCE, and the rest of Munich Fabric Start.
It’s still a denim show—but now it’s right at the centre of everything. No more running between buildings, no need for a “denim detour” to stop by Bluezone.
For visitors, this is a big upgrade. It’s easier to cover more ground, discover new things, and get inspired across categories. Exhibitors also benefit from the move. Being under the same roof means more foot traffic—especially from the broader fashion crowd.
Behind this move is a shift in leadership too. Florian Klinder is the new Managing Director of Munich Fabric Start. He’s taken over from his older brother, Sebastian Klinder, who resigned earlier this year.
If you read my newsletter, you’ll already know Florian has a clear vision: make the show more connected, more curated, and more valuable for everyone involved. Not subscribed to my newsletter yet? Sign up here.
Helping You Meet the Right People
The theme for this edition of Bluezone is NEXUS—and it captures something important. Trade shows aren’t just about putting everything in one place anymore. They need to connect the right people, ideas, and opportunities across brands, mills, makers, and innovation hubs.
That’s the goal behind the new Future Fashion Assembly, which promises curated matchmaking between visitors and exhibitors. It’s an approach I’ve been thinking (and writing) about lately: trade shows should actively enable connections—not just host them.
It’s also what I’ve been hearing from potential visitors. They don’t want another hall full of booths—they want help cutting through the noise. If the Future Fashion Assembly delivers, it could be a big step in the right direction.
The international scope is expanding, too. Organisations like GIZ (Germany’s international development agency) and CBI (part of the Dutch Ministry of Foreign Affairs) are bringing sourcing perspectives from Africa and Egypt—helping open up new frontiers.
Spotlighting Regional Denim Legends
Another piece of the new direction is Homegrown Denim Legends project—an initiative that highlights and explores the historical roots of denim brands and personalities from Germany, Austria, and Switzerland.
The project kicks off with exhibitions about and tributes to three standout figures:
- Loeb Strauss (aka Levi Strauss), the Bavarian-born founder of Levi’s.
- Erwin O. Licher, the man behind three of Germany’s earliest denim brands.
- Ruedi Karrer, my close friend and denim collection will showcase rare vintage jeans from German and East German labels, drawn from his extensive collection.
Another initiative is Manifattura Italia—a push to reconnect fashion brands with Italian craftsmanship. By creating direct links, the aim is to spark a new era of local, high-quality production across the full value chain.
Who’s Exhibiting—and Who They’re Right For
New initiatives aside, at its core, Bluezone is still all about its exhibitors—and not just denim mills, but garment makers and full-package suppliers too.
For visitors, the key question is always the same: who can help us turn our ideas into products? Here’s a quick look at some of the denim-focused exhibitors that stand out to me this season.
Arvind (India)
A heavyweight in global denim, Arvind brings deep capacity and a broad portfolio that spans high-performance and sustainable fabrics. Their range spans classic workwear to tech-driven blends, backed by serious R&D and large-scale capacity.
Orta (Turkey)
A consistently innovative mill, trusted for its sustainable finishings and quality yarns—perfect for brands seeking premium denim with substance.
Tejidos Royo (Spain)
Known for Dry Indigo® low-impact dyeing, Royo offers refined denim options in a broad range of weights and finishes with European-made credibility—great for sustainable-focused collections.
Bossa Denim (Turkey)
A long-time staple in the European denim supply chain, Bossa is texturally creative and fashion-aware. The Turkish mill excels in bold finishes and experimental weaves that catch the eye.
Calik Denim (Turkey)
One of Turkey’s biggest denim exporters, Calik combines large-scale capacity with a steady push toward smarter, lower-impact manufacturing. They offer reliable basics as well as more experimental blends and finishes.
Sharabati Denim (Egypt)
Strong on vertical integration, Sharabati impressed me personally during a visit to their Istanbul office earlier this year—a highly versatile denim and jeans maker.
Naveena Denim (Pakistan)
Naveena consistently shows up with forward-looking concepts, from bio-based finishes to stretch innovations. They’re well-suited for brands balancing performance with low-impact goals.
Berto (Italy)
A heritage mill with deep roots in Italy’s denim tradition, Berto offers high-quality selvedge denims. Their smaller scale means shorter lead times and a closer connection between development and production—ideal for brands looking to create premium, European-made jeans.
Denim Authority (Tunisia)
More than a mill, Denim Authority is a full-package supplier offering design, fabric, and garment production all under one roof. With a strong emphasis on sustainability and quick lead times into Europe, they’re a solid option for brands wanting to streamline development and sourcing.
ISKO (Turkey)
One of the best-known names in denim, ISKO blends massive production capacity with a portfolio of patented innovations. They’re a go-to for performance denim, offering everything from stretch technology to responsible fibres—serving everyone from mass market to premium.
Realteks (Turkey)
Realteks combines reliable production with a broad denim range—from selvedge to stretch and recycled blends. A go-to for brands that value speed, consistency, and scale.
See all exhibitors and where to find them in the brand search section of Bluezone’s website.
What Makes a Show Worth Attending?
The reality is that no one has time for trade shows like they used to. Buyers and product teams aren’t travelling to fill a suitcase with swatches—they want to meet the right suppliers, discover fabrics with potential, and walk away with real next steps.
That’s why Bluezone’s shift into the MOC feels like the right move, if you ask me.
For visitors, Bluezone is now right next to the rest of what you need—shirting, jersey, outerwear, and trims. No more back-and-forth between venues.
For exhibitors, it means exposure to a wider range of visitors—ones who might not have made the “denim detour” to the old venue. That means new leads, new types of clients, and unexpected conversations.
It’s also a timely shift. Denim is showing up in more categories than ever: dresses, shirts, bags, hats—not just jeans. Bluezone’s new location makes it easier for non-denim brands to explore adding it to their range—and to do it well. The move to Hall 2 isn’t just convenient, it’s relevant.
Because the real value of a show lies in how well it helps visitors navigate complexity and make better decisions. That’s what I’ll be looking for when I walk the halls—talking to exhibitors and the visitors between them.
Ready to See the Big Move for Yourself?
If this article convinced you that Bluezone’s new setup is worth experiencing in person—and you haven’t registered yet—do it now!
It’s your chance to explore the full show under one roof, meet the right people, and find what you need next. I’ll be there, and if you see me, say hi (or cheers if I’m holding a drink).
Registration is free, but for industry professionals only.
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DENIM and PATCHES sourced this post originally published on this site