This article is sponsored by Bluezone, the trade show for denim by Munich Fabric Start. Register to visit here!
Inside Bluezone’s September 2025 Edition: What Changed, What Worked, and What’s Next
Going to trade shows has been part of what I do for over a decade. And honestly, it’s one of the things I enjoy the most working with denim.
Sure, it was the product that got me hooked. But it’s the people that have kept me around.
The denim industry is different from the rest of the fashion world—it’s more open, more friendly, more grounded. We laugh a lot. We help each other out. There’s this little denim gang of ours: people like Wouter, Robin, and not least my very good friend Ruedi, who I always meet at shows like Bluezone.
I’ve been going to the denim show in Munich since 2016, when they invited me to promote Blue Blooded. Back then, I did a little launch tour for the book, with events in Copenhagen, Stockholm, New York … and the Bavarian capital. And I’ve been attending pretty much every edition since.
So if you’ve been following me for a while, you’ve probably heard me mention Bluezone before. I wrote about some of the recent changes at the show in this article, including the new venue layout and updated positioning within Munich Fabric Start.
The Autumn/Winter 26–27 edition of the show was held on September 2-3—and, of course, I went there.
After walking the show floor, talking to visitors and exhibitors, and reflecting on what’s changing in the industry, here’s my recap of what stood out.
Culture, Concepts, and Conversations
Before we dive into what exhibitors and visitors had to say, it’s worth highlighting a few elements that added depth and inspiration to this edition of Bluezone.
One of those was the Homegrown Legends installation—an exhibition space celebrating the denim heritage of the German-speaking (DACH) region. It brought together three standout contributors:
- Ruedi Karrer (@swissjeansfreak) showcased jeans from Switzerland and Germany, representing the region’s homegrown passion for raw denim and long-term wear.
- Erwin Licher, one of Germany’s most prolific denim pioneers, exhibited pieces from his carrer that illustrate the country’s deep and diverse denim history.
- The Levi Strauss Museum in Buttenheim presented an impressive and inspiring display that connected the global story of denim and Levi’s back to its Bavarian roots. Levi Strauss was born in Buttenheim, and the museum’s contribution reminded visitors of the region’s foundational role in the history of jeans.
At the Trend Zone—curated by Tilmann Wröbel (of Monsieur-T. Studio)—offered a forward-facing counterpoint. Of the four trend stories on display, one of the most provocative was an exploration of ultra-low-rise jeans with exaggerated crotch drops and exposed rears. Bold, confrontational, and undeniably attention-grabbing.
And finally, this season’s seminar space was one of the best I’ve seen at Bluezone.
Centrally located but tucked behind a translucent curtain, it struck a perfect balance between visibility and acoustics. I even had the pleasure of hosting a talk on denim and social media—with my good friend Wouter Munnichs joining me on stage as guest speaker.
The Trade-Off of a More Central Location
Some of the feedback I heard echoed what was already floating around in the aisles: The new setup works, but it feels different.
The carpets were blue. The rest of the show had purple ones. But was that enough to make it feel like Bluezone?
A few exhibitors and visitors I spoke with suggested the show could benefit from stronger visual cues—things like blue booth walls, signage, or even a few bales of denim to bring back some of the soul that defined the original Bluezone halls. The MOC venue is functional and spacious, yes, but it lacks some of the character of the original Zenith location.
For those of us who’ve mostly lived in the Bluezone corner of the show for years, this transition is tangible. I’ve personally only been to the main MFS show once before—because I was always too busy in Bluezone.
But here’s the thing: Is that character really what matters?
The denim market is tough right now. Everyone—mills, brands, makers—is under pressure. And in that context, streamlining things and making the logistics simpler might actually be a smart move. At the end of the day, shows aren’t holidays. They’re about business. They’re about orders. And from that perspective, the new setup seems to be working.
Of course, it’s not to say location and atmosphere are irrelevant—they absolutely matter. But in this case, I think it’s a sacrifice worth making. And I’d wager many of the exhibitors would agree.
How Exhibitors Are Reacting to the Shift
Three of the exhibitors I spoke to were Realteks, Sharabati, and Arvind. They represent different segments of the market: Turkish and Indian production, vertically integrated and fabric-only, price-driven and premium.
Their reactions reflected both optimism and realism. All three were positive about the location from a logistics and setup perspective. But each had nuanced views about timing, turnout, and the kind of value a show like this needs to deliver.
Hans-Bernd Cartsburg from Realteks noted strong traffic and praised the new location’s proximity to the FABRICS section of the show, saying it’s now easier for visitors to find everything in one place.
Dr. Dilek Erik from Sharabati pointed out that, while they no longer felt the “denim spirit” of Bluezone as strongly, the function of the show was well executed, and allowed them to meet nearly all of their German clients over two days.
What Visitors Said About the New Setup
Visitors I spoke to shared many of the same observations. They appreciated the convenience and the efficiency. But some were missing a stronger denim identity. And at least one was looking for more non-denim casual menswear.
That last point is interesting. For those of us who usually spend all our time in Bluezone, the broader MFS show is a bit of an unknown. I’ve only walked it once myself. And while I expected to see more casual brands and offerings, it’s clear that MFS is mostly geared toward other segments.
Still, there’s a real opportunity here for Munich Fabric Start: As the lines between formal and casual continue to blur, more brands are looking for the kind of elevated casualwear that doesn’t fall neatly into the ‘denim’ or ‘tailoring’ buckets. That might be an area to grow.
Why It’s Still Worth Showing Up at Bluezone
The general mood among the exhibitors I spoke with was constructive.
Some were long-time supporters of the show; others were there for the first time. While nobody could say for certain whether they’d return in January—those decisions always depend on timing, budgets, and strategy—no one had complaints about the setup or how the show was run. And that, in itself, speaks volumes.
The exhibitors who continue to show at Bluezone—and the new ones testing the waters—are betting on the platform. They show because they see value. And as the show continues to evolve, it’s worth listening closely to what they’re asking for: more energy, more denim identity, and a little more soul.
As the show continues to evolve, it’s worth listening closely to what they’re asking for: more energy, more denim identity, and a little more soul.
At least I’m planning to be back at Bluezone when it returns in January 2026. To stay in the loop, follow Bluezone on Instagram.
The post Show Recap: After the Leap, Did Bluezone Find Its Footing? appeared first on Denimhunters.
DENIM and PATCHES sourced this post originally published on this site