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Pure London builds on young fashion

Pure London will play host to more than 100 young fashion brands across its Spirit and Label sub-shows next February.

Brands including BC London and Monkee Genes will join Bench within the new Label show, which marks the first time Pure will have showcased menswear brands. Label will also mark the launch of new brands such as Seventyseven, which will launch its first menswear collection at the fair.

Other brands that will be at the exhibitions, which take place concurrently on February 14-16, include Chaser LA, Andy Warhol, Pepe Jeans, Original Penguin, Motel, Yumi, Peoples Market, Paul Frank and Soul II Soul.

“We are launching Label to complement our existing offering and allow buyers to now men’s/unisex labels as well as womens/accessories and footwear all under one roof.”

Samantha Bleasby, event director, Pure London

Pure London attracts more than 10,000 visitors each season and expects to have more than 160 young fashion brands at its February event, versus 120 last year. It said that 35% of its visitors already stock menswear. Some 67% of visitors buy from the Spirit show.

Pure London said it planned to capitalise on demand for a pan-industry buying event with the launch of Label as an add-on event to the young women’s reactive fashion section Spirit. It has also added a young fashion area to its accessories hall called Funky & Fresh, which willl showcae Disney Couture, Tokyo Jane, Kangol headwear, French Connection, Miss Sugar Cane and Gipsy as well as footwear from Art, Neosens, Bronx, Emu, Miss L Fire, Melissa, Irregular Choice and Fly London

Event director Samantha Bleasby said: “Brands and buyers in the young fashion market in particular have been expressing a need to do business and to network with their peers in London. We have successfully achieved this with Spirit over the last six seasons, enabling retailers to buy into smaller and more trend-reactive brands which work closer to the season and produce new ranges regularly through the season. Spirit’s stable of young fashion women’s brands have not only enabled independent retailers to compete with the high street on trend but also to drive better profit margins. Label has been developed primarily to complement this offer by providing a new exhibition environment dedicated to menswear and unisex labels.”

Bleasby added: “We are launching Label to complement our existing offering and allow buyers to now buy men’s/unisex labels as well as womens/accessories and footwear all under one roof”

Rob Griffiths, head of product and marketing at Bench, which is showing at Label, said: “…we not only recognise the need for a successful UK based tradeshow for branded fashion, but more importantly Label has focused primarily on independent retailers, which is also a key driver for our business.”

Uttam Nepal, managing director of Yumi, which will show within the Spirit event, added: “Yumi has been in the Spirit hall for six seasons and in this time we have grown our stockist/customer base to in excess of 300 accounts. I’m really excited to hear about the launch of Label next door – this is an exciting time for the young fashion industry and the short order menswear brands are crying out for an event to show at.”

The new Label show, will be held at Olympia in London on the same dateline as Pure London, February 14-16. However it will have separate as well as adjoining entrances.

Readers' comments (2)

  • Come on Drapers edit yourself! Don't just regurgitate your own shows press release in full, it's cringworthy. Anyone who reads Drapers or been to Pure knows they're both emap so the constant cross-promotion gets tiring. Try to do what you did before pure started up and report on the whole industy and all shows in an unbiased way which would be much more informative.

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  • Drapers reports on all trade shows, both domestic and international, that have relevance to the UK market. Within the young fashion sector, we publish extensive stories on the content of/trends at/mood at all of the major shows including Spirit at Pure London, Bread & Butter and Stitch the new menswear show, which will launch in London in February. WIthin womenswear we write about Moda, Pret a Porter, CPD and the Copenhagen shows in addition to Pure London.

    We will continue to report on and update our readers on all of the major tradeshows that help them do business in a more profitable way. We pride ourselves on our editorial integrity and we always refect the views and interests of the market and our readership.

    Our readers tell us that they like to be kept up to date on which brands are showing at each exhibition so that they may plan their buying trips. This is particularly important in the current climate, when travel budgets are tight.

    Drapers published its tradeshow calender earlier this month, which contains information about all of the major exhibitions.

    Jessica Brown, editor, Drapers jessica.brown@emap.com

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