Mark Batista, co-founder of former streetwear fair To Be Confirmed (TBC), has joined forces with menswear veterans Craig Ford and Andrew Parfitt to launch a premium menswear fair in London dedicated to order-writing.
The show, called Jacket Required, will take place at a 3,000 sq ft gallery in East London on August 7-8, the same dateline as its nearest rival Stitch. Confirmed exhibitors include Heritage Research, Modern Classics by Ben Sherman, Denim Demon and Edwin.
A spokesman for Jacket Required said the trio decided to launch the event at the request of UK and international buyers, who wanted a genuine order-writing opportunity over the networking purpose that many rival shows concentrate on.
The spokesman said: “There’s an obvious transition in the international menswear market towards a more product-aware retailer and consumer. Jacket Required gives these brands a platform to show to relevant UK and international buyers and press at a convenient time and location in London. The show will be 100% about business.”
Batista co-founded landmark streetwear trade show TBC, which was taken over by Idex Media in 2007 and subsequently closed in 2008. Parfitt is in charge of European sales at fashion agency Egomark, while Ford is director of streetwear brand A Bathing Ape (BAPE) UK.
Ben Sherman creative director Mark Maidment said Batista’s involvement was a strong reason for the brand getting involved in the show. He added: “The brand mix that is going in there is very strong and in line with our Modern Classics collection. In addition, we like the fact there is a trade show popping up in London. It’s invite-only, which is nice as it keeps the calibre of buyers up there.”