Iuter back from the Bright

You can call them “action sports”. You can call em “boarding sports”, “freestyle sports”, or you can talk about “the core”. No matter the names you use, this shit sells. Skateboarding helps to build a brand identity; snowboarding makes the brand youger. Surfing gives you freshness. I think we got the point.

So, there’s a streetwear area at Pitti, but when you read the exhibitors list, you think it’s a joke. But no, there are brands out there who run ads with hipster male models carrying a board, and they pretend they’re streetwear. No surprise also BBB lost its shine, chasing the big names with no care for reliability.


It’s a relief there is a tradeshow like Frankfurt Bright… The location it’s kind of unique, being an out of order police station, and former offices, shower rooms and cells are now home for exhibitors.

We’re not going to publish the whole list, you can check it here, and you’ll see the organization carefully selected the brands who asked to take part to Bright Tradeshow.


Aisles are full of young people hanging around, watching skate contests from the windows: the parking lot for police cars became a skatepark where different contests take place for anyone, not just invited pro riders. You can even find an indoor bowl at second floor…

And if that’s not enough, many side events and art shows are important features of the tradeshow.


Still, the commercial aspect takes a primary position: we at Iuter are kind of exited for the connections we built with distributors and retailers.



Story and Photos courtesy of IUTER.
Please check out the IUTER website www.iuter.com
Complete version of this article, whit beautiful Panorama QTVR on the IUTER Blog