Sustainable Fashion

A thoughtfully curated catalogue of responsible fashion brands and ethical designers.


The Pure London x JATC Sustainability destination offers an exclusive selection of innovative exhibitors who are addressing the environmental and social impact of the fashion industry. Spread across the Olympia London venue, you’ll find sustainable womenswear in the Grand Hall while sustainable menswear, jewellery, shoes and accessories will be available for you to explore upstairs in the Grand Gallery.

Pure London x JATC’s Sustainable Exhibitors

In order to be part of our Sustainable destination, exhibitors must demonstrate active change and innovation in key sustainability areas. We assess the impact that they’re making by measuring them against the United Nations Sustainable Development Goals (SDGs). 

Give your customers access to an empowering range of beautiful and sustainable products. Shop womenswear, accessories, footwear and jewellery edits that are positively changing the industry and the environment at Pure London x JATC. 

  • ‘It was especially interesting to see sustainability so prevalent throughout the show, especially repurposing and second-hand use. It inspires us to think about how we can bring sustainability to our store.’
    Maeve Flouch & Gwen Culligan
    The County Boutique


UN Sustainable Development Goals

Sustainable Fashion Suppliers and Distributors

Discover emerging ethical designers and sustainable brands.


Browse the full exhibitor list

Key Sustainability Stories

The Inside Fashion blog of Pure London x JATC. Find all the latest insider trends, industry leading topics and all things fashion here. 
  • Most people working in the sustainable fashion sector come to it because they’re concerned about the harm fashion can do. For Kalkidan Legesse, founder of Sancho’s boutique and resale platform Owni, s ...
  • The first combined Pure London x JATC show, the London festival of fashion, at Olympia London from the 11-13th February 2024 will host a dedicated Sustainable destination where buyers will discover an ...
  • Rachel Sheila Kan is a Sustainable Fashion Consultant and Founder of Circular Earth, that supports businesses to embrace circularity and move forward in their sustainability journey. In her live semin ...

Pure London Event Director, Gloria Sandrucci chatted with Cameron Saul, CEO & Creative Director of #TOGETHERBAND by BOTTLETOP, Sustainable sponsor of the July 2023 show, about driving sustainable change in fashion.

Partners and Sponsors