20 Jun 2024


Pure London x JATC, taking place at Olympia Events from 14th to 16th July 2024, will see the return of the dedicated Sustainable destination. Buyers will discover a carefully curated selection of new and emerging brands that are making a positive impact on the industry by addressing their environmental and social impact.

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. Sustainable will continue to raise the profile of ethical and sustainable fashion across the entire event, helping to lower the industry’s carbon footprint and invest in a better future. Spread across the show, buyers and retailers can find collections within womenswear, shoes, accessories, and jewellery.

Gloria Sandrucci, Event Director, says, “We are thrilled to host the Sustainable destination at Pure London x JATC again this year. Our goal is to shine a spotlight on brands that are leading the way in ethical and sustainable fashion, and to inspire others in the industry to follow suit. The dedication and innovation shown by our exhibitors are truly remarkable, and we are proud to provide a platform that supports and celebrates their efforts.”

Making clothes that last, UK-based ethical brand BIBICO offers a range of compassionately produced clothing in sustainable fabrics. This slow-fashion brand prioritizes natural fabrics such as mulesing-free wool and cotton, and fair-trade processes to create collections of classic, timeless designs that customers will want to wear again and again.

Reinventing traditional Indian textiles, sustainable brand Nesavaali fuses ethnic style with Western fashion, creating a contemporary design signature. The label was created in 2018 by designer Shangami Muthumani to support highly skilled female artisans in India who hand-weave silks and fabrics in the ancient traditions of their ancestors while facing poverty and hardship. The brand helps women create a better life by providing working opportunities and fair wages. The collections include beautiful gold foil printed dresses, tailored suits, skirts, and jumpsuits.

Pink Lemons is a fashion and accessory brand creating collections that preserve the old crafts and skills passed down from generation to generation. Creating hand block print and hand screen print with natural dyes and organic cotton fabrics, the clothing celebrates India's rich craft skills, while Nila Rubia’s designs are created in Brighton and ethically and sustainably made in her own family workshop in Rajasthan, India. Her love of working with talented artisans and using a fusion of inspirational textile techniques such as Hand Block Printing, Shibori Hand Tie Dyeing, and Jacquard Woven Wool, results in collections of maxi dresses, tunics, and kaftans.

Sharné Dean is a brand rooted in sustainability, making conscious choices from the very beginning to align with today's environmental climate. As a womenswear brand, they welcome all women and strive to meet their diverse needs. Sharné Dean is meticulously curated with precision and attention to detail, from the length and curves to their signature open backs of various shapes. The current collection features versatile jumpsuits suitable for any occasion and can be dressed up, dressed down, or worn as is, offering flexibility and style for every woman.

Accessory brand BUFF® will be showing a range of tubular scarves. Popular with outdoor enthusiasts because of its versatility, the tubular has multiple uses and can be worn as a scarf, banda    nna, headband, hat, facemask, or wristband. Using recycled fibers is part of their commitment towards a more sustainable future, and by taking advantage of revolutionary technology, their products are produced using recycled materials such as plastic bottles.

Other brands not to be missed include Oh Kimono, Sokolata, Stryte, The Fika Edit, and UP.

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


For further press information please contact: Kate Stafford or Sharon Good at Good Results

Email: kates@goodresults.co.uk Sharong@goodresults.co.uk 


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 which takes place at Spring Fair and Autumn Fair at the National Exhibition Centre Birmingham.

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