21 Dec 2022

Pure london champions sustainable fashion

At the next edition of Pure London, from 12th – 14th February 2023 at Olympia London, sustainability will remain at the fore with the launch of Purely Sustainable, a dedicated destination showcasing a carefully curated selection of conscious exhibitors leading the way in addressing their environmental and social impact. Entirely unique to Pure London, Purely Sustainable uses the United Nations Sustainable Development Goals (SDGs) to assess the impact of all exhibitors, who must demonstrate that they are tackling specific key issues in order to exhibit within the destination.

2018 saw the launch of Power of One® at Pure London, an initiative designed to empower retailers and suppliers to take small steps towards changing the impact of fashion. Pure London has continued to develop this initiative by informing exhibitors of the challenges facing the industry and how to take steps to overcome them, curating a rich programme of expert speakers to tackle the issues in lively discussions and by taking practical steps to become a more sustainable event. 

The new Purely Sustainable destination will continue to raise the profile of ethical and sustainable fashion across the entire event, helping lower the industry’s carbon footprint and invest in a better future.  Showcasing sustainable brands and ethical designers with a story to tell, it has been launched to help the fashion community navigate this growing priority, push for progress, and support the industry in its sustainability journey. Highlights from the destination include Camper, FIKA, Denim Star®, Anema, Les âmes d'Ida, Ochre Cashmere, Critically Endangered, and Nila Rubia.

Gloria Sandrucci, Event Director at Pure London says, “The fashion industry is rightly being challenged to become more sustainable and the global ethical fashion market is expected to grow from £5.18 billion in 2019 to £6.73 billion in 2023, an increase of 30%, so it is imperative for us to introduce a new destination to Pure London this February that brings together and champions brands that prioritise sustainable production and ethical standards.  As we continue with our Power of One® initiative, the theme will run across the event through our exclusive and diverse speaker presentations, the comprehensive information and support available to brands, and the way we organise the show.”

Taking centre stage in Purely Sustainable, established Mallorcan footwear brand Camper, will present its unique and contemporary footwear designs. Every season Camper strive to reinvent its classic concepts while continuing to challenge the status quo with new and original designs for every walk of life.

New to Pure London, FIKA means to take a moment to slow down and appreciate the good things in life.  Understanding the fashion industry needs to change the brand aim to make a positive impact using their knowledge from years of experience in the industry to promote a slower paced, sustainably conscious brand.  The collection of timeless pieces does not compromise on style or comfort and is made up of key elevated shapes to create the ultimate capsule wardrobe using sustainably conscious materials and processes.

Making its debut at Pure London this season is Denim Star®, a hosiery collection that champions slow fashion.  Designed in the UK and produced by artisans in Italy, the collection of Avant Garde yet wearable denim socks are designed for denim lovers and to be worn with denim or jeans. Focusing on ethical production and made with quality GOTS certified organic cotton, the one colourway collection is designed to reduce textile waste without compromising on comfort or it’s unique style.

Anema leads the way in creating beautiful accessories from innovative and partly organic materials and recycled fabrics including organic hemp, Desserto produced from cactus leaves, Apple Skin which is made by recovering a waste product from apples, and UltraWer produced from the inedible part of corn.  Despite these futuristics fabrics and processes the collection does not compromise on style with eye-catching designed handbags in pops of statement colours and contrasting designs in natural tones.

Les âmes d'Ida is a Paris-based sustainable fashion brand focusing on slow fashion, artisanal handwork, and zero-waste, also makes its debut at Pure London this February. As a female entrepreneurship, they support Women's Organisations and independent women artisans from Turkey. The brand uses the finest quality natural fibres such as silk, cotton, linen, and wool.  Inspired by Greek mythology the Judgement of Paris collection features enchanting colours and silk textures with beautiful draping. Protecting and celebrating weaving, The Heritage collection brings this tradition to the modern wardrobe with shawls in natural and earth tones. 

Returning to Pure London is family run and Hampshire based, Ochre Cashmere, a long-established manufacturer of beautiful cashmere, fine linen and luxury cotton knitwear. The brand believes strongly in fair trade and investing in people and communities whilst creating a beautiful line of elegant and feminine knitwear, timeless in design and made to last.

Nila Rubia is a fashion impact brand led by a desire to preserve traditional methods, love natural resources, and champion community development.  The collection of artisan created designs is rooted in the Mughal tradition, creating pieces expertly handcrafted in family run workshops in India. Ancient techniques are kept alive by an inspiring community of colour masters, wooden block carvers, dyers, weavers and tailors. Rich colours, unique prints and sumptuous fabrics are signatures of the collection, which is bold, feminine and elegant.

Also new to Pure London is Critically Endangered, with their luxury and sustainable socks and sleepwear that help to protect some of the worlds most endangered animals in collaboration with the World Wildlife Fund.

Based in Vienna, Sunies is a fashion brand that specialises in unique footwear design. The models are made by hand, with a very careful eye for detail, and finalised digitally in a 3D program. The company focuses on creativity, design, and sustainability with a special emphasis on water resistance, comfort and elegance. All shoes are made from 100% recyclable, waterproof, and vegan materials.

Offering ‘Handmade clothes for Handmade People’, Nineteen Sixty One, designed in Spain, offers luxurious fabrics and silhouettes that stand as an ode to the female form and favour subtle design over seasonal trends with a sixties vibe. This, combined with the brand’s focus on high-quality textiles and construction has seen Nineteen Sixty One take on a timeless, transcendent quality.

With sustainability at the heart of everything they do, Pure London is also welcoming Timeless London to the show, showing in Pure Edge. Moving away from conventional cotton, polyester and nylon and sourcing Better Cotton Initiative (BCI) cotton, natural fibres and recycled fabrics is just one initiative from this innovative womenswear brand who in 2022 announced that 70% of its collection is made from environmentally friendly material. In addition to this, they are focused on zero water wastage when printing on fabrics.

Twice a year the brightest minds in the fashion industry come together at Pure London to discover the season’s must-have collections, latest trends and exclusive business insights. The event is a global platform for womenswear, accessories, and shoes brands and designers to meet with British and international buyers and leads the way in creative innovation, new technologies, and sourcing. 

Source Fashion launches alongside Pure London in February 23 and will become Europe’s newest responsible fashion sourcing show and the gateway to retail for manufacturers and suppliers from across the world. Reflecting a new vision for sustainable, ethical, and inspirational materials and textile sourcing, Source Fashion will unite accredited and audited manufacturers from key sourcing regions around the world with high-profile retailers, brands, and designers who are looking to responsibly and sustainably source new products. 

Notes to editors:

  • Power of One® launched at Pure London in 2018 and is part of Hyve’s broader Environment, Social and Governance (ESG) strategy
  • To reduce the use of plastic onsite at the event, Pure London encourage all visitors, exhibitors and staff to bring their own water bottles which they can fill up for free during the show.
  • Royal Trinity Hospice have partnered with Pure London venue Olympia London as part of their Net Zero pledge. As part of this, Royal Trinity Hospice will collect any surplus donations from events held at Olympia, such as furniture (mirrors, display equipment etc), stock and samples.  All exhibitors can donate their leftover items to this cause for FREE.
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