The newest brands to enter the Who’s Next trade fair

The Who's Next trade fair will be returning to Paris from September 2 to 5, 2022. More than 800 brands from around the world will gather at the Porte de Versailles, in the 15th arrondissement of Paris. This new edition will see a selection of new brands joining the fair such as Chez Nous, Dr Bloom, Rainodd and Liberrad.

Denim is synonymous with comfort, but also with durability according to the brand Chez Nous. The French label founded by Camélia Barbachin sought to reinterpret Mediterranean blue and denim in its latest collection.

Inspired by her Tunisian origins, Barbachin aims to promote diversity and highlight the North African immigrant community that is underrepresented in the fashion industry through her brand. The inclusive label presents a genderless wardrobe that features loose-fitting pieces to suit all body types with sizes ranging from XXS to XXXL.

Chez Nous supports environmentally friendly fashion, favoring the use of bio-based cotton or GRS-certified recycled polyamide materials. In France, the founder collaborates with a zero-waste knitting workshop and a work integration campus in northern France. Part of the brand’s production takes place in France. In Tunisia, specifically in Monastir, Chez Nous collaborates with two GOTS (Global Organic Textile Standard) certified workshops.

Liberadd, which translates to freedom, is exhibiting at Who's Next for the first time. The South Korean brand revisits sporty and casual wear with clean lines and sand-colored tones, combining its sense of aesthetics with technical innovation.

All products are designed from graphene, a nanomaterial composed of carbon. "This durable fabric is one of the most high-tech and practical materials available on the market," said the brand in a statement. Among the material’s properties, it features a natural antibacterial function, good air permeability, an antistatic effect and strong protection against UV A&B rays.

Rainodd, an Amsterdam-based rainwear specialist founded by Bianca Benloukil and Olivier Lefassy, offers waterproof jackets made from recycled fabrics with camouflage or tie & dye prints. "We wanted a brand that could disrupt the current rainwear sector as we found the existing range available to be a bit dull or too conservative," said the label.

The brand’s products are manufactured in GRS certified factories in China. Rainodd decided to position itself in Asia for the country’s technical expertise and the range of products it offers as the brand has not found any other equivalent in Europe. The materials used are also sourced in China to reduce the company's carbon footprint. The brand sells its oversized silhouettes exclusively online as it has no physical store of its own for the moment.

The garments are PFC-free (perfluorinated chemicals, chemical compounds) from 100% recycled fabrics and the jackets are oversized and suitable for people over 6 feet tall.

Founded by three friends, the colorful Spanish brand Dr. Bloom is entering the Who's Next show for the first time. The label balances fun and sustainability by producing its pieces (shirts, dresses, shoes, bags, etc.) in local workshops and manufacturing its knitwear in small workshops in Italy.

The products are then sold in its four stores in Barcelona and on its online shop. Sizes range from S to L.

Dr. Bloom presents one capsule collection per month to limit its production. Its strengths? Bold prints in peachy tones, made in Barcelona, such as a checkered bob cap available in three colors: green, blue and brown or a Claudine collar shirt featuring a geometric pattern in a fluorescent 100% cotton palette.

The newest brands to enter the Who’s Next trade fair

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