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Menswear to join line-up at Pure

Pure London, the contemporary womenswear exhibition, is to launch a spin-off show in February 2010 called Label to showcase directional men’s and women’s young fashion brands.

Label will run alongside the main Pure womenswear exhibition and its existing spin-off young fashion event Spirit at Olympia, London, on February 14-16. It will go head to head with another new menswear exhibition in London, Stitch, which launches on the same dateline at Old Billingsgate Market.

It will be the first time that menswear has been shown at Pure London.

Owner Emap, which also publishes Drapers, has signed up men’s and women’s young fashion brand Bench to exhibit at the launch event. Label is now targeting brands such as Firetrap, Gio-Goi, Religion and Gas to join Bench and bring their full menswear, womenswear and accessories collections.

Pure said it had decided to launch the Label spin-off event after it saw a 7% rise in young fashion retailers attending its core show.

However, Label will have its own fascia and a separate entrance. It will also have a micro-website at linked to the main Pure website. Stand prices start at £238 per sq m for space only.

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