24 Oct 2023

Pure London x JATC Sustainable Destination Welcomes a Host of New and Emerging Brands

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 array of new and emerging brands who are making a positive impact on the industry by addressing their environmental and social impact.

Entirely unique to Pure London x JATC, the Sustainable destination 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 to exhibit within the destination. Building on the success of its launch at the February 2023 show, Sustainable 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.  This is a destination that is growing season upon season as consumers and the fashion industry become more aware of the importance of safeguarding the planet.  Joining Sustainable for the first time in February 2024 is Humanity Centred Designs, Tina Aileen, Buzz & Luna, Nudea, Isabelle Pennington Edmead, Sugarhill Brighton, Meta Vocus and emerging brands Noema, Peachaus and Feel Fit.

Humanity Centred Designs is a Material Innovation Hub that transforms textile waste from marginalized apparel manufacturing factories into innovative recycled textile materials.  The recipients of multiple environmental awards, they also work in a domain of social enterprise supporting micro and small-scale apparel manufacturing industries to become more sustainable.  The Hub includes textile design and the ‘Humanity’ fashion collection featuring crop-tops, utility style trousers, wrap around skirts and cowl neck dresses designed in neutral colours and subtle patterns.

Combining style and elegance with practicality, Tina Aileen offers ready-to-wear as well as bespoke made to measure fashion.  Their dedicated approach to sustainability stems from innovative functionality and ingenious designs. New this season is the bridal collection where pieces are designed using large pieces of fabric which they encourage customers to return to be recycled.  

Sustainable underwear and sleepwear brand, Nudea creates a functional and comfortable collection from natural and recycled materials.  Innovative in their approach to sustainability, the certified B-Corporation uses recycled materials and aims to reduce textiles being sent to landfill by promoting a longer life span for each piece through unique design details and providing wash in- laundry bags with each purchase. 

Returning to Pure London, is Irish brand Noema showcasing considered designs made from natural and biodegradable native fabrications. The entirely handmade new season collection features muted grey and black velvet suit separates, double-breasted tie wrap coats, and function-first dresses made from Wexford linen, Donegal wool, organic velvet, and bamboo silk. Australian underwear and lifestyle brand Peachaus will join the Sustainable showcase for their second season. Passionate about beautiful, well-fitting underwear and loungewear, that is humanly and environmentally responsible, Peachaus is growing as a lifestyle collection that is poised to have great impact on the UK market.

Also returning for their second season is the growing lifestyle brand Feel Fit.  Feel Fit encompasses an award-winning range of sustainable gym and leisure wear, the first eco-powered fitness studio and store, fitness coaching programme and leisure retreats.  The pioneering activewear collection to be showcased at Pure London x JATC is made from ECONYL® regenerated nylon created from nylon waste otherwise polluting the Earth, like fishing nets, carpet flooring, and industrial plastic.

Gloria Sandrucci, Pure London Event Director says, “As a global platform for fashion, we have a responsibility to educate, inform and advise retailers on the most challenging issues facing the industry. Issues of sustainability are arguably at the fore of these discussions which inform an important part of our content programme and inspired the Pure London x JATC Sustainable destination.  This season we are excited to bring together and champion new and emerging brands that prioritise sustainable production and ethical standards and celebrate their innovation and achievements.”

Pure London x JATC, The London Festival of Fashion, will take place on the 11th – 13th February 2024 at Olympia London, presenting a curated selection of over 300 brands.  Scoop International will also take place on the 11th-13th February 2024 at Olympia West.

For further information on Pure London x JATC please visit www.purelondon.com

To join the Pure London X JATC exhibitor line-up please contact Gloria Sandrucci and Juls Dawson



For further press information please contact: Emma Hussain or Philippa Suitters at Good Results

Email: emmah@goodresults.co.uk Tel: 07535 807367

Email: philippas@goodresults.co.uk  Tel: 07866 362980

About Hyve 

Hyve delivers game-changing impact for people, business and beyond. How? By helping people to make the connections that could change everything, through its portfolio of unmissable events and hyper-productive meetings programmes. Hyve is on a mission to redefine everyone's expectations of events and is using cutting-edge technology and data to amplify their transformative potential. Hyve's retail fashion portfolio includes Pure London, Scoop International, Just Around The Corner and Source Fashion which take place twice a year at Olympia, and Moda and Jewellery and Watch which takes place at Spring Fair and Autumn Fair alongside Source Home & Gift at the National Exhibition Centre Birmingham.

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