Visitor numbers are beginning to prove that the Bread&Butter fashion trade fair, now in its fourth year, has a definite finger on the pulse when it comes to streetwear, with more than 80,000 visitors checking out the January edition – numbers which are predicted to increase at the coming edition between July 4 and 6. This is where more than 800 brands, aimed at the lucrative youth market, will launch new products for S/S 2008, making it the place to be for anyone who wants to know what’s going on below the radar right now. M.E. takes a brief look at some of its favourite exhibitors.

Fred Perry
For those who thought that Fred Perry only made plain polo T-shirts, think again. The label has recently been collaborating with some cutting-edge designers [including Japanese label Comme des Garçons] who have turned what has long been considered a classic piece of menswear into something more contemporary. For this summer, Fred Perry has collaborated on its Blank Canvas project with uber-trendy artist David David who has screen printed signature kaleidoscopic prints onto plain polos, giving them immediate ultimate collector’s item status.

Camper
Founded in 1981 in Majorca, Camper shoes have been favoured by the young and the trendy ever since. Known mainly for producing quirky footwear, often quite graphic and modern, using traditional techniques combined with state-of-the-art machinery, it has built a worldwide following, with boutiques in the world’s fashion capitals to which aficionados flock for their seasonal fix. If spiky heels and rhinestones are what you’re after, this is not where you want to be, but if you’re looking for the perfect mix of comfort, style and innovation, then you need look no further.

Custo
The Custo label – set up by the Dalmau brothers in the 80s – has become as representative of Barcelona as the architecture of Gaudì, or the paintings of Joan Mirò. More than 20 years after it was set up, the label continues to use its bold, graphic prints as a signature that has turned it into a success on both home ground and internationally.

Nudie Jeans
Sweden has been coming up with some hot new denim labels in recent years, and none have performed better than Nudie. Founded by a former employee at classic label Lee, the label has led the denim revolution with some spot on styles that have made Nudie a favourite with both followers of fashion, and those who want something more classic from their jeans. The range has also grown to include more clothing as well as underwear and accessories.

Vans
Every skater in the world must have at least one pair of these classic pieces of footwear in their wardrobe, and if not, they might not be worth the board they whizz around on. Founded in the 60s, Vans went through a bit of a rough patch in the 80s but re-emerged in the next decade with more energy and zip than ever. Today, the shoes are cult and are to be found on some of the edgiest feet.

7 For All Mankind
Another newcomer to the denim market, 7 For All Mankind is an American brand that has exploded on to the market and in less than a decade has become a cult classic, catering to a wide range of customers from the more fashionable to those who prefer streetwear. Their fine, dark denim is the stuff life-long addictions are made of.

WESC
Sweden seems to be churning out the cool street brands at the moment, with WESC [We are the Superlative Conspiracy] launching at the offset of the decade, with resounding success. Aimed at “the intellectual slacker”, WESC is skateboarding fashion with a conscience and the brand encourages its followers [Weactivists] to go out and change the world, which might be a bit too ambitious for a clothing company, but the clothes are good, the styling contemporary, and the credibility helps. We say “join the conspiracy”.

United Nude
It all started with a shoe called the Mobius in 2003 – based on Mies van der Rohe’s Barcelona chair – made out of a folded strip. Since then United Nude have continued to wow shoe lovers with shoes inspired by anything from sharpeis to a peeled apple. This is footwear with attitude at the forefront of footwear design.