Pure Man flourishes and launches premium ‘Concept’ area

Pure Man is diversifying its offering for 2017, with the February event set to welcome over 100 exciting handpicked international menswear collections. Menswear indies, and those looking to introduce a fresh menswear offering to their stores for 2017, will be able to source the latest in men’s apparel, footwear and accessories from heritage new and emerging brands, with cross-over buyers benefiting from the show’s prime location alongside Pure womenswear.

February will also see the launch of Concept, a brand new premium area housing niche brands in a pop-up environment, most of which will be exhibiting for the first time. Among the line-up is Carrera Jeans, who will present their heritage line of denim alongside other pieces inspired by directional trends for AW17. Esre Denim will unveil their latest range of fashion-meets-function apparel, while London-based Greek designer Aristides Vanis will present his eponymous collection featuring bold, eye-catching prints. The accessories line-up in Concept includes Telm London, whose watch line runs on Japanese quartz movement finished with genuine leather straps; and Swedish brand Suedebird, whose stylish collection includes weekend bags, backpacks and smaller travel bags.

The wider Pure Man offer will range from clean-cut tailoring to edgy contemporary pieces and cool casualwear. Remus Uomo will return to the show with design-led, formal tailoring and off-duty casuals; while softly-tailored suits and ultra-modern silhouettes can be expected from Original Penguin. Designed to complement the brand’s ‘Blue’ collection will be signature pieces across shirting, ties, coats, polos and sweaters.

Adam Gough, Pure Man show organiser commented:

“The curated edit for 2017 is exciting and fresh, we have a great mix of international brands which are exclusively showcasing at Pure Man. Since its inception, our menswear offering has grown from strength to strength we have now introduced a new premium concept area which has attracted brands that wouldn’t usually showcase their latest collections at any tradeshows. Buyers will continue to see Pure Man evolve over the next few seasons as we continue to add new categories.

“ Other brands in the mix include Bellfield, Cheap Monday, Dedicated Brand, Eyelet Milano, Canadian Peak, Geographical Norway, FALKE, Michael Linnell, SLYDES and Tombag, with fashionforward footwear and seasonal accessories offering retailers the perfect add-ons for AW17.

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

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