Athleisure lands at Pure London

Pure London has announced the launch of a dedicated Athleisure section for February 2017, as the global demand for fashionable active wear continues to soar. Athleisure debuts with a major line up of brands which will provide a fresh and exciting addition to Pure’s wider fashion showcase, offering the latest styles in sportswear, active wear, yoga wear, swimwear and underwear from a selection of international and emerging brands.

A stylish and versatile crossover between loungewear and sportswear, athleisure focuses on function, fashion and fit, filling a gap in the market for office-to-gym wear. Thought initially of as a temporary trend, athleisure has proven its staying power with sales growing by 42% over the past seven years, now standing at a staggering £7bn market in the UK alone.*

Martin Hudson, Managing Director for Danish brand PureLime, noted: “Athleisure has grown and grown to the stage where it is no longer a trend but a mainstay, as more of us in the UK become both health conscious whilst wanting to look good and feel comfortable in what we wear.”

purelime2

PureLime’s effortlessly cool collection [pictured right] includes easy-to-wear staples in a range of natural fabrics with a muted, earthy colour palette. For the Scandinavian brand, high-quality, super-soft athleisure is a ‘lifestyle’ and not just a ‘look’, with their wardrobe essentials suited to both social and sports activities.

Transitional loungewear will also be on offer from ELLE Sports, whose range of cover-ups, loose-fitting tops, luxe hoodies and sweatpants provide the perfect add-on items for retailers. As the world’s biggest selling fashion magazine, ELLE will further demonstrate its international authority on style with a fresh approach to contemporary activewear.

es3101_es3134_062

es3097_es2009_002

Bright colours and playful prints lead the way for Miss Runner [pictured right], with durable fabrics, feminine designs and flattering cuts used across their collection to create maximum comfort during motion. Long-lasting design and quality is also integral to Bohemian Elephant’s collection; the new ethical brand uses bold, authentic prints and bohemian-inspired textures to represent its influences from around the globe.
Launched in 2015 and built on a desire to explore, discover and travel, Dock & Bay will bring their active and beach towel ranges to Pure London for the first time, with a whole host of new product lines to be unveiled at the show. The brand continues to reinvent and innovate the everyday towel, and February will see the introduction of their quick-drying, lightweight and compact ‘round towels’.

miss-runner-2

miss-runner-1

Andy Jefferies, Founder of Dock & Bay, commented:
“From the start, Dock & Bay has been a very e-commerce focused business, allowing us to grow at pace and move into eight markets across the world. This is set to be our first trade fair season in the UK as we push into new channels and Pure is a very exciting place to be kicking it all off. Fitting straight in with the established and emerging fashion brands from around Europe, Pure offers a full package, from the catwalk shows they run to the inspirational seminars, and we can’t wait to be a part of it.”
Other brands set to exhibit within Athleisure include: Bjorn Borg, Jilla Active, Sports FX, Frikalish London, and Freddy.

dock-bay-jl-17-10-16-3 dock-bay-jl-17-10-16-1

Dock & Bay
Dock & Bay

The next edition of Pure London will take place from 12-14 February at London Olympia. For more information, visit www.purelondon.com.

Tags:

  • Show Comments

Your email address will not be published. Required fields are marked *

comment *

  • name *

  • email *

  • website *

You May Also Like

HOW LFW SS18 WENT DOWN

And that is it, another season over, as the city of London reshuffles back ...

MICHIKO KOSHINO | AW18 Presentation – LFWM’s

After finding a photograph dating back to the 18oo’s of a Japanese horse-drawn delivery ...

Pure London ends on an inspiring high for Spring Summer 17

Pure London closed its doors today with exhibitors and retailers in a positive mood, ...

Jade Hannah

Q&A with Jade Hannah  Tell us a little bit about Jade Hannah. The world ...

John Herrera SS18-LFW

John Herrera returned to Fashion Scout to present his spring/summer 2018 Collection, Armada. The esteemed ...

Burberry September 2016 Show

Burberry Chief Creative and Chief Executive Officer Christopher Bailey said, “Tonight’s show marked a ...