Neonyt Düsseldorf Faces German Fashion Market Freeze With New Brands



In a world grappling with the urgent need for sustainable practices, Neonyt Düsseldorf emerged again as a beacon of hope, showcasing the transformative power of optimism and innovation in the fashion industry. The fashion fair reopened its doors on January 27 converging with FashnRooms. They did a good job but, are German buyers ready for the change?


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Following the closure of the Premium trade fair in Berlin, the quiet demise of the Beyond Fashion organic fashion fair, and the understated staging of the Seek trade fair, Neonyt Düsseldorf faced its own set of challenges upon its reopening. A nationwide rail strike added an unexpected layer of complexity, and the opening coincided with a call for a crucial demonstration against fascist movements across the country.

Undoubtedly, the winds are blowing against the fashion business in Germany. Yet, in the face of adversity, a collective of passionate individuals believes in the potential of the fashion sector to drive positive change. More than mere belief, it is a fervent love for the craft and a profound understanding that the responsibility for change lies in our hands, as custodians of the planet's well-being.

Despite a familiar scene of subdued buyer traffic, a trend observed at other German trade fairs, the question arises: What ails the fashion buyer in Germany? Is there a failure to grasp the imminent need for reinvention, a realization that adapting or facing obsolescence is the only way forward?


"Explore more new brands, view new collections and include them in your own retail portfolio. This is the only way to reflect trends and the growing variety of products for the coming season in your own store; this is the only way to encourage end consumers to return to brick-and-mortar stores." – reads the press release sent by Igedo Company. 




Amidst the challenges, attendees found themselves at the entrance of a new edition of Neonyt Düsseldorf , eager to explore new technologies signaling that the manufacturers are not only resilient but more vibrant than ever. This resilience is a response to the evolving directives emanating from the European Union, demanding a fundamental shift towards sustainability.

As the fashion industry navigates uncharted waters, Neonyt Düsseldorf wanted to stand as a testament to brands that fuels positive change. In the midst of challenges, the fair becomes a stage where passion meets purpose, and the collective commitment to a sustainable future takes center stage.

For the third time, Igedo Exhibitions organised Neonyt together with the established format FASHN ROOMS at the Düsseldorf location in the Areal Böhler! A comprehensive and sustainable concept was chosen for this step: A communicative umbrella for the sustainability activities of the participating brands of both formats, further development of the content formats, thus even faster ways for the buyers! The result: visible and measurable synergies for partners, exhibitors and visitors! In addition to stylish collections, new technologies, future products and innovations were also showcased in January - progressive ideas and strategies for future-oriented urban centres in line with the Green Deal. 

Sharing a pavilion with FashnRooms, Neonyt Düsseldorf also collaborated to introduce a novel system for identifying brands in transition to sustainability. Marked by a distinctive logo featuring two green leaves, this initiative takes a step further in distinguishing eco-conscious brands. A mere thin line on the floor separates the two sections, offering a strategic visual cue that aids in navigating this transformative landscape.



At the heart of this collaboration is "THE STAGE," positioned as a central hub connecting the two events.  The space will also showcased awards, panel talks, and lectures. For the second time, Neonyt Düsseldorf, in collaboration with the Green Future Club, presented the Green Product Award for Fashion Winners. Selected by a diverse jury from Germany, the Netherlands, Finland, and Switzerland, which included Belvis Soler, CEO Luxiders Magazine; and Ulrike Kähler, Managing Director of Igedo Exhibitions, the winners exemplified the global nature of sustainable fashion innovation.


Natural Nuance bags are meticulously crafted from vegetable-tanned leather. The leathers come from Germany and are certified with IVN and Biokreis to provide high standards for animal protection, and its tannery partners are certified according to ISO 9001. Attention is placed on low sulfide liming, GMO-free enzymes, heavy-metal-free colours, no chrome, only vegetable tannins from harvestable parts of plants and avoiding plastic finishing.

Auversum delivers products made with hand-crafted methods with the slow fashion philosophy. They want to reinvent the idea of sustainability creating a minimum of durable products. Clothing made out of materials created by means of nanotechnology has excellent thermogulating characteristics, protects the wearer in harsh outdoor conditions, serves as a UV filter, absorbs sweat, prevents odor and the material is suitable for very sensitive skin. All these qualities are integrated into the material and never degradate and last throughout the entire life of the garment. Auversum believe in clothing minimalism, CPW reduction, quality of materials and responsible production of sustainable clothing.

Grenz/gang is all about slow fashion made in the Alps. The collection is characterised by durable items made from high-quality, natural fabrics such as cotton, loden, wool and Tencel. Each piece is produced with attention to detail in small, traditional manufactories in the wider Alpine region. In addition to materials and design, this year they have paid particular attention to the versatility of combinations and colour combinations.

The Slow Label sources sustainable materials, works with ethical suppliers and advocates for a more conscious consumerism. Their capsule collections consist of garments that are timeless and versatile — two key factors in making clothing more sustainable and creating long-lasting positive change. They mostly work with textiles made of lyocell TENCEL™, certified organic wool and certified organic cotton.  We love the style. 

We also liked the style of Y-05, a new yoga lifestyle brand that offer biodegradable white clothing, embellished with handmade bead embroideries. All garments are manufactured from Tencel in Portugal. The result is luxury eco yoga apparel and comfortable lifestyle fashion.

And Rin Atelier, that transform everyday curtains, tablecloths, and bed linens into stunning clothing. Their designs showcase the natural beauty of these materials, lovingly crafted into unique pieces. Join them in discovering the hidden elegance found in the fabrics all around us.

Beyond the brands, we were impressed by the Cosh! an online platform that make conscious shopping easy. Thanks to an independent and in-depth research, they strive to inform and encourage shoppers to buy sustainably, ethically and locally. Circular fashion is also in their maps.


Belvis Soler
Luxiders Magazine