With the Pure London Menswear section doubling from last season, over 700 brands will join the exhibitor line-up at Pure London in July, with a whole host of first-time menswear exhibitors adding to the mix. Pure London have grown the menswear section by 1,500 m2 and are set to showcase collections ranging from inspirational tailoring and knitwear to on-trend premium accessories, exclusive denim brands and statement fashion pieces.
Pure London will showcase the finest in menswear collections catering for mid-to-premium high end brands with a unique and exciting mix of first-time menswear brands such as Ben Sherman, Cheap Monday, Beyond Retro and Bench.
As an innovator in vintage and upcycled fashion, Beyond Retro love contributing positively to how clothes are bought and their LABEL collection aligns passion for design with a mounting concern for declining global resources. Last season Pure London brought to light a creative vision to the brand for other like-minded retailers. The inno
vative accessories and womenswear apparel were well received at the show and this year, branching out into menswear has come with the evolution of the design process. Instead of solely customising garments, the brand has now begun to entirely re-cut clothing from quality fabrics. Label Design assistant commented; “It was great for us to see the product alongside other brands, it gave us confidence our range and creative direction, as well as gaining positive reactions from trade professionals.”
Starting out as a small menswear brand, today Bench is a global fashion brand with roots in skate and BMX culture. Bench’s flair for collaboration with ground-breaking British talent is once again proven with the announcement of Brit Award winners Rudimental as the new faces of their Autumn/Winter 16 campaign. Previously Jess Glynne collaborated with the brand bringing success to her Spring/Summer 16 capsule collection. Bruno Sälzer, Chairman & CEO at Bench commented; “We are very happy to exhibit at one of the leading and largest fashion buying events in the UK. We can’t wait to show our Spring/Summer 2017 Collection which carries such a strong fashion vibe.“
Brighton-born brand, Ben Sherman will showcase a range of casual wear featuring their core classics alongside trend led pieces. Ben Sherman has always designed for the unique, taking leadership in modern British style, using high quality fabrics and offering collections influenced by British youth culture. Karen Ames, Brand Manager for Ben Sherman comments; “It’s a great honour to become custodians of such an iconic brand and a tremendous opportunity for BMB. We’re planning to open more Ben Sherman flagship stores in selected locations and of course develop our Wholesale business. Investment in the Collection is a key focus and we’re working on the collections for Spring and Autumn 2017. We will also be investing heavily in Marketing. With such a well-known brand and a loyal customer following we’re conscious that we need to tread very carefully and remain true to its incredible heritage.”
With their iconic tight denim fit and characteristic skull logo, Cheap Monday will showcase Spring Summer 17 collections inspired by the energy of music subcultures from the 80s. The colour palette for this season features accents from pastels to bold primaries against a foundation of blacks, grey’s and white. We’ll see the infamous Cheap Monday skinnies in simple, pale, worn-out stonewashes finished with raw edges. Rigid denim will be used across a selection of fits and jackets, working to highlight the references to specific subcultures.
Pure Menswear will make a comeback in July for breakthrough menswear designers. Targeted at fashion boutiques and other independent retailers who want to launch into the menswear market, exclusive trend-led pieces will be presented from brands exhibiting at the show. These brands include Bench, Cheap Monday, The Project Garments, Dr Denim, Herschel Supply Co., WeSC, Ben Sherman, Gibson London, Remus Uomo, Guide London, P448, Deumer, Hanro, Claudio Lugli, SMF Jeans, Sadler & Crook, Triumph & Disaster, Brancaccio C., Brakeburn, Weird Fish, Beyond Retro, Bravesoul and many more. New and emerging menswear brands confirmed so far for Pure London include Zenobi, Rm913, Cravat Club, Audio, Architect Apparel, AUA, Eyelet Milano, Noi Collection, Plongee Clothing and TRNDSXL.