BERLIN—Although the frenetic energy of Bread & Butter's Barcelona days has vanished, it's still the most exciting event on the European streetwear calendar. Exhibitors such as Desigual, Adidas Originals, Marco Polo and G-Star were out in force at the well-attended event. Rapper Dr. Dre even launched his custom-designed headphones during the week, despite the hip hop star being MIA. Karl-Heinz Mueller, CEO of the organization, also played host to the two day soccer-themed opening party that hit the perfect pitch as the event took place in the midst of this year's World Cup. But what may have been of most interest to summer-focused buyers was the brand (yes, brand) Flip-Flop.

Flip-Flop, an exhibitor at the event and a name synonymous with sun and fun, relocated to Berlin more than four years ago from a well-known shoe village in southern Germany. Anne-Katrin Hummel grew up in this idyllic town but has a degree in architecture, not design. But she believes, structurally, there is a connection between both disciplines.

Over the past five years, the label has focused on expansion. “There's a lot of potential and we will make a bigger concept with a connection with the basic sandal we started. And have a summer collection and a winter collection. Now we have accessories such as jewelry. And you can have a look from head-to-toe,” states Hummel.

Everyone recognizes the name Flip-Flop. But how many realize that the phrase is trademarked and there's a diversified label attached to these frill-free words? "Not many people know," says Hummel. “Only we are actually allowed to call sandals flip-flops." Most people use the name interchangeably with the word sandal or any slip-on beach shoe. "That's very positive for us, because you connect the word with something positive, with a holiday, nice weather, fun or the beach. This emotion that you have when you hear the world, we would like to [apply] it to other things in the collection."

But she notes that sometimes people are perplexed by the company, since its brand name goes hand-in-hand with summer weather, but they offer a broad range of shoes in a variety of fabrics, including a limited edition crystallized flat made of burlap accentuated with red Swarovski crystals. The style was on display during Bread & Butter. "It's sometimes confusing too," she acknowledges, "But it's always kind of a nice surprise for people. Like we have nice winter boots and they're called Flip-Flop, too. In the end, they are kind of surprised. But it's a positive reaction."

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