Jeans with a "smart" mobile pocket that protects sperm from heat and electromagnetic radiation, reborn Argentinian national "paez" boots and other hot news are heading to the Czech market. They will be presented to traders at the 52nd STYL and KABO fashion fairs in Brno from 18 to 20 August. In recent years, the proportion of direct producers has grown, this time already accounting for half of the registered exhibitors.
Austrian Innovator jeans are the first in the world to protect sperm
For the first time in Brno, the Austrian producer of jeans fashion with their Torland Jeans brand comes to Brno and brings a hot novelty: jeans with a "smart" mobile pocket. Their Innovator design responds to research that confirms the adverse effect of electromagnetic radiation and heat from mobile phones on the number and quality of sperm. Men got used to carrying their mobile phones in the front pocket of their trousers where it may threaten their fertility. This is why the Innovator jeans have a special pocket inserted in the side seam, where the mobile phone does not interfere with sitting and, above all, is located sufficiently far from the genitals. In addition, the pocket is lined with a Swiss metallic protective fabric on the side of the body, which reduces the transmitted radiation by 95%. The Innovator jeans are made of organic cotton and recycled materials and are being launched on the market this September.
New collections of designer fashion
At the STYL fair, traders are increasingly encountering original fashion by Czech and foreign clothing designers who offer their limited collections to boutiques. Lada Vyvialová, who focuses on nanomaterials and highly functional clothing of original cuts and a clear visual style, participates regularly.
The Czech fashion label E.daniely also returns repeatedly; this time they bring a collection for spring and summer 2019. It promises extraordinarily fresh fashion from high quality materials, including playful cuts, polka dots, decorative bow ties and, of course, their typical pockets. Dana Hapalová with her sweet666design brand will surprise by an original collection full of femininity and rebellion. The designer Zuzana Veselá will be exhibiting for the first time, taking on cut perfection not only in her favourite evening and wedding dresses.
Foreign design will be represented by the Polish brand De La Fotta with unmistakably original and colour-contrasting designs in unusual fabric combinations. The pair of designers intentionally liberates women from the dictatorship of sizes, and thus the De La Fotta limited collections are typical for a slightly excessive silhouette, breeziness and comfortable wearing. A manufacturer of women's clothing from Portugal producing under the brand name Blackspider will present clothing by Portuguese designer Cristina Barros. The trademark was created in 2001 and has managed to enter the markets of Great Britain, Poland and France during the last four years. Her collection of modern urban fashion focuses on a woman in different phases of her life.
Czech brands exhibiting in Brno
The demand for quality Czech products is rising and for domestic fashion brands, the Brno fashion fair is the main presentation venue. This time, an offer of seventy Czech manufacturers of clothing, footwear and accessories can be seen in one place, and thus boutique buyers and owners will certainly have something to choose from.
Traditional domestic brands include H&D Prostějov, whose offer of leisure fashion attracts by their men's and ladies' linen daywear – trousers of various lengths, blazers, skirts, dresses, blouses and shirts. Linen as a 100% natural material is comfortable to wear and cools in the summer, it is also antibacterial and protects against UV rays.
Jitex Comfort builds on the tradition of knitwear production in the South Bohemian town of Písek. It offers customers purely Czech production, especially T-shirts, sweatshirts, underwear and nightwear, plush comfort suits and bathrobes, as well as functional thermal underwear. The size assortment matches the Czech population and selected ladies' and men's designs are available up to size 5XL.
Clothing cooperatives such as Modela Pardubice, Integra Zlín or Moděva Konice also exhibit in Brno regularly. Moděva clothing can also be seen at fashion shows and visitors will see the current collection of women's and men's winter coats, topcoats, capes and down jackets enriched by designs created in collaboration with fashion designer Jana Berg. The coats and topcoats from Moděva are made of wool with a share of cashmere and nylon and are produced using a traditional tailoring technology, since the history of this brand goes all the way back to 1931.
The Werso brand is synonymous with luxurious women's clothing of Czech origin; it is regularly presented at fashion shows and ladies of very full shapes are also catered to. Their fine bras and corsets from exclusive French materials are not afraid of decoration or colours, and we will see them again at the STYL fair in August.
Czech production is also represented by the women's fashion brand Sophia Bohemia, which has been produced by a small family business since 1992. Designs highlighting femininity build on original cuts and exclusive prints. Hall P of the Brno Exhibition Centre will also feature Janet ladies’ knitwear, a traditional Brno-based Haillo clothing brand, Lamido nightwear, Karpet hats and more.
Argentinian national shoes and other attractions
In addition to Czech products, we can look forward to plenty of refreshing novelties from around the world. The KABO trade fair will include a premiere of the Paez brand, which renewed the tradition of Argentinian "alpargatas" national shoes 12 years ago. This lightweight, breathable and comfortable fabric footwear became popular with the nomadic Gaucho tribe in the 19th century and it has gradually become the typical footwear of all Argentina. The founders of the Paez brand have decided to revive the tradition with entertaining patterns, and their "paez shoes" brand has seen enormous response. Today, these comfortable shoes made of cotton combined with Argentinian leather are also sold successfully in Europe and will be presented in Brno in August for the first time.
Another interesting international brand, Devergo jeans, features casual men's and women's attire and shoes inspired by military clothing, classic American sports and hiking. Originally an Italian brand now combines Italian design and Hungarian production; customers will be attracted by bold colours and innovative techniques of producing vintage-look jeans.
Polish fashion will be richly represented; the Marselini family-owned company, which has been designing and sewing exclusive women's dresses and other clothes since 1987, is not to be missed. Polish ladies' dresses by Enny or accessories and leather haberdashery by Lint will be featured for the first time, newcomers also include men's Santana clothing from Greece. KABO will feature a premiere of Richter Austrian children's footwear with a tradition since 1893. Altogether, there will be ca. six hundred Czech and foreign brands presented at both fairs.