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Pure London reveals debut menswear line-up for autumn 16

Womenswear trade show Pure London has revealed the first brands signed up for its menswear debut in February 2016, including White Stuff and young fashion label Brave Soul.

Around 30 brands have signed up to exhibit in the new menswear area of Pure’s autumn 16 edition, which will take place from February 14-16 at Olympia London. 

Nottingham-based menswear brand Peter Gribby, hat brand Tom Smarte, formalwear accessories brand Blowties and outdoor-inspired clothing and footwear brand Shackleton are among the UK names signed up. 

International exhibitors will include Swedish clothing brand Ljung, German hat brand Haber & Dasher and Italian shirt brand Claudio Lugli.

Whispering Smith, the clothing supplier behind Brave Soul, already shows the brand’s womenswear at Pure. It will show both menswear and womenswear together on a single stand on the border of the two sections.

Creative director Rohina Kumar said: “We chose to take Brave Soul menswear to Pure, rather than our premium streetwear brand N1SQ, because the audience you get at the show is quite mainstream, so it fits.”

However, some brands and agents Drapers spoke to had some reservations and decided to keep a watching brief. One agent said: “I’m reluctant to take too many menswear brands there when I don’t know what it will be like. I think it could be good for mainstream menswear brands that can’t get into [rival London menswear show] Jacket Required because it’s more premium and niche. I’ll wait and see how it is before making any decisions.”

Pure’s organiser i2i Events Group announced its decision to add a menswear section in February. It was due to form part of the spring 16 edition in August. However, in May Pure said it was going to delay the launch to give it time to build up its exhibitor portfolio.

At the time, i2i said it would target 60 brands for the launch. A spokeswoman for Pure told Drapers this remains the aim.

Pure will run seminars during the show aimed at menswear brands, retailers and media. Speakers confirmed include Shackleton founder Simon Middleton and David Mullane, founding director of Glasgow menswear independent The Warehouse, which closed in 1994.

i2i is owned by Top Right Group, which also owns Drapers.

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