Pure expands young fashion offer with Label

Label, the new UK buying event for young branded fashion, together with the established Spirit section at Pure London, brings the largest offering of young fashion brands on show in the UK. Over 100 brands are now confirmed, including Bench, seventyseven BC London, Andy Warhol, Pepe Jeans, Original Penguin, Motel, Yumi, Peoples Market, Paul Frank and Soul II Soul. With over 25 per cent of the young fashion offer made up of new brands, such as Chaser LA which is using Label to launch both its mens and women’s collections, the show promises to deliver a wave of innovative new brands to the 10,000-plus buyers who regular visit Pure London each season.

“The UK young fashion industry has been asking Emap to launch a pan-industry buying event since the days of 40°,” said Samantha Bleasby, event director for Pure London and Label. “Brands and buyers in the young fashion market in particular have been expressing a need to do business and to network with their peers in London. We have successfully achieved this with Spirit over the last six seasons, enabling retailers to buy into smaller and more trend-reactive brands which work closer to the season and produce new ranges regularly through the season. Spirit’s stable of young fashion women’s brands have not only enabled independent retailers to compete with the high street on trend but also to drive better profit margins. Label has been developed primarily to complement this offer by providing a new exhibition environment dedicated to menswear and unisex labels.”

Nick Preston, brand manager at Republic, with stores nationwide, summed up the view of many young fashion buyers who visit Pure London, “From our point of view business at the moment is all about the smaller brands that Pure’s Spirit section specialises in. In the current climate, brands like these which take the risk, sell short order, and replenish merchandise with new trends really regularly, are so much more relevant than the big brands. Pure has successfully done this with Spirit and I look forward to seeing this delivered for young menswear & unisex brands through Label.”

Among the trend-led young fashion brands already signed up to Label is Bench. According to Rob Griffiths, head of product and marketing at Bench: “The timing of the show is perfect for Bench as we not only recognise the need for a successful UK based trade show for branded fashion, but more importantly Label has focused primarily on independent retailers which is also a key driver for our business. We are extremely pleased and excited to be a launch partner for the show and look forward to helping to make this a fantastic event and one that becomes established for years to come.”

Launching in February 2010 Label has a unique identity to Pure London and will perfectly complement the industry-leading women’s young-fashion event Spirit section next door. Populated by unisex brands writing orders, Label will showcase trend-led men’s and women’s collections alongside innovative new-to-market fashion, while bringing young fashion brands and buyers together under one roof.

Label will run alongside Pure London and Spirit from 14-16 February, 2010 at Olympia 2 in London.

Image: Pure fashion show