Pure London to welcome menswear as of this August

By

Anaïs Lerévérend

Published
Feb 6, 2015

Pure London will be welcoming menswear. As it launches its winter edition (8 to 10 February) this Sunday, the London trade show has announced some news that should create quite the buzz: the launch of a space dedicated to menswear at its summer edition. Until now the trade show has been all womenswear but as of this summer it will also feature a section called "Pure Menswear".

Open to men's ready-to-wear collections but also shoes and accessories, the new space hopes to attract key British brands and some international names. Market studies have confirmed the demand for men's products, notably for 20% of the trade fair's visitors, representing mixed stores.

In addition to this 100% men's space, the trade show, which already brings together nearly 800 brands in its current configuration, is going to encourage mixed brands, which until now have only shown their womenswear, to exhibit their men's collections. The goal is for the trade show to be an equally mixed event as of the following summer.

Because, according to the organisers, London is in need of a mixed lifestyle event. As for the men's market, it already has a known player in the British capital: Jacket Required. The success of this men's trade fair, a competitor of ITE Moda, undoubtedly played a role in increasing Pure London's interest in this segment...