Pure confirms 30 menswear brands

Pure London has confirmed that more than 30 menswear brands catering for the mid-to-premium high-end market will be making their debut for the show’s February 2016 edition.

Brands already confirmed include UK heritage brand Shackleton, Italian label Branccico C, international hat maker Haber and Dasher, premium menswear brand Adamist, British footwear label Jacksin, and emerging brand Clavon’s Wear.

Adam Gough, menswear sales manager for Pure London said: “After extensive research proving the UK market has been crying out for a mainstream transactional fashion trade show in central London, we are now catering for both womenswear and menswear.”

The menswear market has grown by 13 percent over the past 5 years and is predicted to grow by 22 percent over the next 5 year. According to research released by Pure in the last 2 years the menswear market has outgrown the womenswear market for the first time by an increase of 4.8 percent compared to 4.6 percent for womenswear.

Currently 30 menswear brands have confirmed, but the trade show is aiming to launch its debut menswear section with around 60-80 brands in February, with a goal of 200 brands by the end of 2016.

Commenting on joining the Pure London line-up, Shackleton founder and creative director, Simon Middleton said: “We’re really pleased to take part in the first edition of menswear at Pure London. It will be one of the first opportunities for us to show our first complete collection, including knitwear, outerwear, footwear and accessories.

“We have quite an established direct following at the moment and Pure London is a great opportunity for us to raise our profile into the fashion trade market.”

Calvon’s Wear founder and designer Clavon Leonard, added: “As an emerging brand in the great city of New York, this is an amazing opportunity to share our clothing across seas and make headway into the UK market.

“We know that it is one of the most difficult markets to break into, but believe our relationship with Pure London is going to push the envelope for the Clavon brand to be seen by many.”

Other menswear brands confirmed for Pure London February 2016 include Need Japan, Guide London, Noble Wilde, Claudio Lugli, Balmedor, Zeha Berlin, Elle Emme and Tom Smarte.

Pure London takes place at London’s Olympia from February 14 to 16.