Grass Routes Presents: thekey.to, International Event for Green Fashion & Culture in Berlin

thekey.to is the new international fair for green fashion and sustainable lifestyle. Between 1st and 4th July 2009, a selection of sustainable fashion labels ranging from street-wear to high fashion will be on display in Berlin. The chosen brands are pioneers in fair and ecological production and will showcase innovative design combined with the very highest quality.

The fair itself shows a new direction: all display furniture will be made of impeccably sustainable materials. Thanks to its unique architecture concept, the event will be able to be nearly 100% recycled. And the fair will be about more than fashion. With slow-food gastronomy, sustainable design, organic beauty, cultural highlights, fashion shows, workshops and parties, thekey.to presents the entire progressive lifestyles spectrum.

This event is organized by Gereon Pilz von der Grinten and Rostislav Komitov (creative agency fairactivities) with Frans Prins (Grass Routes Foundation). To put it into Gereon’s words: “global trendsetters today want style with background and a committed attitude. This is exactly what is offered by thekey.to. We are presenting progressive and innovative designs, green avant-garde, which are set to bring about a fashion and lifestyle revolution for the future.”

Frans explains that “thekey.to is the first event to present the whole spectrum of this visionary consumer movement. Designers and buyers in this developing market will gain from the fair an early vision of the latest developments, as well as a place to network and develop ideas. With this event we revolutionize our culture itself. We no longer need lifestyles that destroy our nature and neglect our social values, we need lifestyles based on real sustainability and a sense of quality. thekey.to will be a forum for sustainability. Berlin’s creative climate makes it the ideal city for this fair. Together with Berlin Fashion Week and Bread&Butter, thekey.to will strengthen Berlin as a key fashion spot.”

Between 1st and 3rd July, the fair is reserved for accredited fair professionals and press. 4th July is public day, where visitors can get informed and buy products. The location will be kept a secret from the public up until two weeks before the opening: “we want to increase the excitement, to provoke people in a positive way and to realise an exclusive event”, explains Gereon, “thekey.to is the key to an open door.”

Picture: thekey.to founders Frans Prins, Gereon Pilz van der Grinten and Rostislav Komitov.