LONDON'S 40 DEGREES SHARPENS ITS EDGE; NEW "FACE UP" AREA ATTRACTS EUROPE'S TOP STORES WITH INNOVATIVE ASSORTMENT OF BRANDS.(40 Degrees trade show)(Brief Article)

Daily News Record, March, 2002 by HARRIS, SARAH

LONDON -- A new cutting-edge area called "Face Up" helped give a boost to the 40 Degrees trade show, which was held at ExCel in London's East End last month.

A "strictly-by-invitation-only" area that brought together 14 like-minded, leading-edge brands, Face Up was definitely a highlight of the show, which showcased the fall/winter season. Held in conjunction with The Face magazine, the forum created a unique environment for Europe's best retailers and presented key pieces as opposed to entire collections in a space that also housed a deejay, a cafe and a center section of lounge sofas. Brands in Face Up included Adidas Originals, Griffin, Y.M.C., Can't Skate, Levi's Red (and Vintage), and Buddhahood.

"It's been very successful because we've...