Several new names will show their wares during the London menswear show on July 30-31 at The Old Truman Brewery. Here are some you should check out.
Q&A Jacket Required co-founder Craig Ford and event manager Alice Elliot
Why should buyers visit?
AE Buyers have come to trust our edit of product, as we introduce new brands to the market and bring international labels to the UK for the first time. And there’s free beer, of course.
Why should brands exhibit?
AE Our ethos allows them all to put themselves in front of buyers at an equal level - there are no imposing stands or marketing propaganda. Product is allowed to speak for itself.
Where is your favourite place to hang out during the show?
CF Sandra’s pub - aka The Golden Heart - and The Beigel Shop on Brick Lane.
Any top tips for visitors?
AE Walk. There really is no better way to explore London.
What are you most looking forward to?
CF Satisfied visitors and exhibitors at the end of the show.
A new brand this year from a familiar face, streetwear label Borough 33 was founded by Mukesh Desai, former sales manager for Pepe Jeans London and the man behind the Etienne Ozeki and Blue Guru labels. Following a soft launch in June, Jacket Required will mark its official debut to buyers. Desai describes the collection as “British avant-street menswear”, telling Drapers: “We celebrate contemporary menswear design through the inspiration of London’s 33 boroughs.” Anchor pieces include marble digital-print sports shirts, oversized denim shirts, and a digitally printed dot bomber jacket (pictured right).
Wholesale prices start at £12 for T-shirts, about £30 for jeans and sweatshirts, and up to £50 for jackets.
Accessories label Ashley Watson, which launched for autumn 14 under the short-lived name Wilberforce, has created a full clothing range for its second collection. The eponymous designer says: “Rather than being trend-driven, every detail is derived from need - so although on first inspection the styling may look simple, the garments are fit for purpose, which will give them longevity.” This focus on function takes the form of a waterproof coating on trousers, for example, although design details
such as colour-blocked panels give “the garments a unique aesthetic without encroaching on usability”. The range comprises 11 styles including sweatshirts, trousers, caps, hoodies, leather card holders and key clips in 36 colour and fabric options such as over-dyed marl in blue, teal and grey. Wholesale prices range from £11 for a key ring to £45 for trousers.
The latest collection from Boxfresh follows the success of its 25th anniversary range, called simply 25, launched for spring 14. The premium pieces in the new Eightynine range are designed to bridge the gap between luxe sportswear and streetwear. Its futuristic aesthetic includes materials such as 3D-embossed neoprene used on jumpers, as well as metallic shades and mint green for outerwear and joggers. Subtle branding features on relaxed sweatshirts and a high-top trainer style is available in silver, navy and grey. Some unexpected combinations include a denim basketball kit. Wholesale prices range from £12 for T-shirts to £80 for jackets.
Despite almost 70% of its product being manufactured in the UK, this Swedish outerwear brand only has one UK stockist - Asos, which took it on for autumn 13. Co-founder Gustav Kjellander says he has been waiting for the right time to roll out into the UK after launching in Sweden in autumn 2011: “We see a growing demand from UK consumers who have found us online
through social media,” he explains. All the styles are made in Birmingham, with highlights including the long-length DW Bomber Sport in British sanded twill with Teflon coating and the sporty Hoolihan jacket. Jackets wholesale for between £62 and £96.
+46 070 985 1826
Danish forward-order streetwear label 2xH Brothers makes its Jacket Requireddebut with a slick range featuring
pared-back colours such as black, navy and grey for a clean, typically Scandinavian look. Jackets, coats, shorts and joggers all feature, with some print elements comprising a ‘VHS distortion’ effect over images designed by the brand’s in-house graphic designer. Søren Harresø, who co-founded the label in January with his brother Kristian, says the range is “a mix of casual streetwear combined with a more clean and fashionable look”. He jokes that they “founded the collection because [we] didn’t know what else to do”, but that the collection will “bring a new flavour to the market”. Wholesale prices range from £33 for T-shirts to £144 for trousers.
0161 236 9855
Another new venture from a well-known name, EFM (Engineered for Motion) is the brainchild of Donrad Duncan, formerly principal designer of Victorinox clothing and founder of menswear label Ma Strum. After launching for autumn 14, spring 15 at Jacket Required represents the American brand’s first push into the UK market. The 120-piece collection includes classic men’s styles focusing on technical fabrics. Joggers come in a treated Japanese poly-cotton with a tailored fit, while a bomber is made using 500g translucent nylon with a goose-down fill. A standout 170g nylon-poly jacket comes with a thermal micro-fill and is compact enough to pack into a pocket.
020 7636 7058