Dear Readers,

a new creation of anything is already difficult. To create something which did not exist before is almost not possible. Oh no, it is possible, it is just a matter which level you think is the envisioned goal; what is new and creative in your very own opinion. To invent the wheel was a good idea, now you can only work and optimize it for your needs and visions. To create something new by not following the copy fight is what we all love.

Something fresh keeps us interested. Some of those inventions are based on pre-existing models or ideas and others are radical breakthroughs. To have that magazine Streetwear Today does not mean we try to reinvent it from issue to issue, but in this one and those before we always look out for fresh and new things on the streetwear market. When I had the chance to see the leaves advert which got produced by Marco Lutz, that coffee slurping guy on the cover, I thought, “yes” that’s something good, catchy and most notably I have never seen a spot like this before; that is really something outstanding. But not only this advert got our attention, the Brand behind the Spot is Zimtstern. Not only that they have a bunch of stylish cloth, they won the Eco Responsibility Award by ispo in 2009; for us this is also an important factor in these days. Next to our cover story we found other innovators like Paul Litchfield who invented the Reebok Pump system. We also talked to Giorgio Presca who is responsible for LEE and Wrangler. Than it comes to Eastpak, they had a brand new concept for their latest fashion show initiated by Katja Eismann-Erler in collaboration with Gangway. Gourmet and Adidas & Ransom footwear, those can be easily classified as Hybrid Models, an innovating mix of styles leading to something fresh and new. You should not miss the awesome new Footwear Brand Forfex, ArtyFarty comes up with a shirt line and tells their distinguished story visualized by Majid Moussavi. But also Brands like Burton who offer new goods with another Paul Smith Colab, or the one from Berghaus with Griffin, Levis with Kaws or Jean Paul Gautier, Smith with Krink Ink, too many things and features to name here, but this issue is full of new innovating creations which kept us busy in the last weeks. Have fun and enjoy reading it.

Martin Magielka for Streetwear Today