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Stitch and Pure Spirit to co-locate for next shows

Menswear tradeshow Stitch is to co-locate with Pure Spirit next February in an attempt to create a one-stop event for the young fashion sector in the UK.

Pure Spirit, a spin-off of the contemporary womenswear event Pure London, will incorporate a fast-fashion section called She and its Label sub-show for unisex young fashion brands alongside Stitch at London’s Earls Court from February 13-15.

This will be the first time in almost a decade when men’s and women’s young fashion brands have been exhibited under one roof in the UK after a long period of fractious shows. Stitch, which debuted in February this year, had previously been held at London’s Old Billingsgate Market, the other side of town to Pure and on the same dates, meaning buyers had to travel through central London to visit both.

Stitch told Drapers it had signed up young fashion brand Luke to exhibit at its event for the first time and that 75% of its previous exhibitors planned to return to the show next February. Stitch will take about 16,145 sq ft at the 53,800 sq ft show.

Brands confirmed as exhibiting at Pure Spirit include Jovonna, Freddy, Forever Unique, Rare, Pixie and Darimeya.

Pure Spirit was previously held at London’s Olympia venue alongside contemporary womenswear and accessories show Pure London. Both will continue to happen on the same dateline, but Pure London will remain at Olympia, which is less than a mile up the road. Combined, the events will have more than 1,200 brands on show.

Stitch managing director Brian Duffy told Drapers: “We’ve put our heads together [with Pure Spirit] and taken away the competition between us to help make buyers a happy bunch of people. Now they just have to visit one location.”

Pure Spirit event director Samantha Bleasby added: “The idea is to give buyers everything they want in one location.”

Duffy and managing director of both Pure shows Steve Newbold are hosting an event in Manchester and an event in London to discuss the co-location plans with the industry next month. Email alexandra.hanly@emap.com if you would like to attend.

Q&A sessions

  • Manchester: October 12, 6.30pm, Blackdog Ballroom, 43 Oldham Street
  • London: October 14, 6:30pm at Cantaloupe, 35-42 Charlotte Road

Readers' comments (3)

  • Combining Stitch and Pure Spirit is a good idea but surely it could have been accommodated at Olympia alongside Pure. Even though only a mile apart, not every buyer is going to make the effort. All under one roof would be the best option. But hey, we only work in the trade, what do we know?

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  • Pure London has grown significantly over the last few seasons, with the most notable growth areas for February 2011 being in footwear (because building works will be complete and the 'hole' in the middle of that area will now be filled in making for even easier navigation and room for more brands) and also Premium (we launched a small area in the Pillar Hall in August which was really well received so this area will grow and move onto the main floor).

    Olympia are doing more building works for the next three season meaning the area behind the main catwalk will not be available - this would have meant losing over 1000sqm of space, which means less brands for the buyers to see.

    Plus, there are many brands & buyers within the young fashion market who want a buying event with its own identity. Pure Spirit will still be a strong buying event but will also incorporate other elements that appeal to the young fashon industry; Pure London will be a tight, highly edited womenswear event.

    As organisers we'll do everything we can to make the travel between the two venues as easy as possible, and we do receommend that where possible buyers plan two days in for the February event to make sure you get to see everything on offer.

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  • Stitch had to do something as the show was going nowhere - even their P.R had to invent stories of buyers attending to give the event a false picture. I can see why Stitch are taking this move, but the show is still one that doesn't really need to exist. Time will tell...

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