Brian Duffy talks successful Stitch event

As the footfall count for this season’s Stitch event was up by 16% on Sunday and a staggering 35% on Monday, FashionUnited quickly caught back up with founder Brian Duffy on the success of this year’s event.

“The look and feel of this show has been better than ever,” enthuses Brian Duffy, Stitch founder, sitting in the midst of the Earls Court space, buzzing with order and note taking. “I extend a gratitude to the brands who have made such an effort this year.” Brand director at British heritage label, Brutus, agrees, “order writing has been good and the quality of buyers has been really impressive.” Brutus has been a focus of the show with dance artists putting on a routine all day for passing visitors.

Stitch may have been launched at a very tough economic time and where the UK had no menswear platform like this previously, but Duffy still believes “the key to its success” has been the “simplified product focus.” It is indeed a very different type of show to the Womenswear event going on next door, “menswear brands wouldn’t participate in a catwalk show, and I think in general there is a very different approach to menswear buying,” comments Duffy. So it’s clear, as the message from visitors is about “picking up new brands” and from exhibitors “about creating product awareness.”

“I think Stitch has become so successful because unlike London Fashion Week, we are a menswear event that ties in with the buyers time,” muses Duffy. “And of course, we’ve had some great entertainment this year; Louis Molloy’s incredible artistic vision and tattoo work, parties including Weekend Offender’s last night, along with burlesque dancers and plenty of networking opportunities.”

There’s no rest for Duffy though. He’s already noting this year’s strong footfall (reduced on the last day due to shop looting and riots across the UK), and is thinking about next season’s event. “I am always looking to take the show to a new level.” Of course next year’s event will pose new questions as it will have to move from its present Earls Court venue due to the Olympic build up. “Pure has been a good ally to us and I am hopeful we can maintain relationships, but we have a few hurdles to get over with next year’s venue because Olympia doesn’t have room to accommodate Stitch as well.”

It’s a hurdle, he evidently will successfully deal with, “I would love to have a big backer on board, ideally Levis or Wrangler, but whatever happens we are always about upholding and supporting the smaller, upcoming labels.”