Authentic cult brands with a great tradition are showcased in Urban Authentic. High-selling lifestyle brands are located in the Urban Fresh segment. The collections in the Urban Active zone combine function and comfort with fashion flair. Totally new to the fair this year are the young fashion collections from Björn Borg, Brunotti, Canterbury Leather, Feud London, Helly Hansen, KK by KOAH, Napapijri, Pointer, Redfoot and Victoria.