Jacket Required founders Mark Batista and Craig Ford are on the hunt for the 40 brands that will be featured in their new show, which will debut this summer.
As revealed by Drapers this week, the pair are launching streetwear, sportswear and skatewear event S London to run alongside menswear trade show Jacket Required from July 31 to August 1. The event will take a similar approach to its fellow show, allowing only brands that have
been invited to exhibit and ensuring product, rather than flashy stands, is the focus.
The show will be run in collaboration with fashion agents Carl Burnham, owner of Spiv Agency, and Brad Farrant of Make Room Agency.
Burnham told Drapers the show would have a “communist vibe”.
“It’s not to do with how much money you’ve got, it’s all to do with the product you sell,” he said. “All the stands will be the same size and there will be no preferential treatment.”
Show organisers will demand minimal branding and small points of sale on stands to ensure a thorough focus on product.
“There will definitely be a business edge to it. The way things are with the economy, people want to get the value for money out of doing a show,” Burnham added.
“Some shows are getting to the stage where they have brands with stands that are huge just because they can spend loads of money, even if the product isn’t great. There has become a trend to spend a load of money on stands and sometimes it is quantity over quality.”
For its first event, which will be held at The Boiler House in east London’s Brick Lane, the show will house 40 brands. Burnham refused to name any on his hit list, but said the show would
shortly be targeting “key players in the skate and streetwear market”. Only footwear brand New Balance is known to be on the line-up, with S London marking the European launch of the label’s Numeric skate shoes.
Burnham said after three editions of the new show he hoped to have expanded to a self-imposed ceiling of about 70 to 100 brands.
“A lot of trade shows seem to have a natural lifespan as they grow too quickly and get diluted,” added
Burnham. “We will grow over the next few seasons but there will come a time when we cap it. We don’t want it to be all about the volume.”