Pure London reveals headlining pure edge brands

Pure London announces Heroes Ltd as sponsor for the new Pure Edge destination. The internationally renowned trade show which opens its door to the fashion industry from 12-14th February 2023 at Olympia London will present Pure Edge with headline brands Heroes Ltd, Airwalk and Phat Kandi will join 20th Century Clothiers, Burleska, Collectif, Costurero Real, Innocent Clothing, Orchid Bloom, Pahis, Pamela Mann, Rock Off, Timeless London, VWS and Weekend Doll in the avant-garde destination showcase.

Since Airwalk arrived on the scene in 1986, it has been a leader in the world of skateboarding and action sports lifestyle. Airwalk not only sponsored some of the biggest athletes but also created the iconic kicks they wore while becoming legends. Airwalk embodies its rich heritage of performance across a range of products, featuring super-soft peached fabric and branded detailing, nineties inspired classic skate graphics and vintage washes.

Phat Kandi is a British offbeat fashion brand that heroes the misfits and welcome the outsiders. A self-proclaimed bitter-sweet fashion brand offering bold and striking fashion collections that scream individuality. Phat Kandi champions the bitter, sweet, misfits of this world. They highlight the overlooked and the one who colours outside the lines.

The Super Heroes Collection is the bespoke premium apparel range from leading Licensed distributor Heroes Inc. Featuring all the best-selling licenses, including Marvel, Disney, Star Wars, Pokémon, Stranger Things, DC Comics and Harry Potter, across a wide range of different products.

The Pure Edge destination invites visitors to engage with the next generation. Synonymous with diversity the destination will present alternative lifestyle brands which offer a fresh, innovative approach to fashion. Proudly embracing difference in all its glory and offering bold collections that make a statement and demand zero-judgement.

Head of Pure Edge, Carole Hunter says, “Heroes Inc feels like a natural partner for Pure Edge. The destination is presenting the most exciting, diverse and challenging brands in this arena and visitors can expect to be blown-away by all the collections. Brands appeal to the next generation with an energy and range that is unrivalled in the industry.”