Behind the brands

A visit to Pure London puts you in touch with hundreds of fashion brands and their latest collections. But if you’re as curious as we were, you’ll want to hear some of their fascinating stories too. 

Filmed at their London-based studios & showrooms, we ask some of our favourite exhibitors to tell us their stories. From their original motivation for starting up their business to the fashion designers who continue to inspire them today - and the business challenges they’ve overcome along the way!

Lemuel MC

Ethically sourced, made to order, linen specialist Lemuel MC welcomes us into their studio to take us through the production of their sustainable collections. See the ‘sustainability buzz’ in action.


Sustainable childrenswear brand Frugi pumps fun and colourful designs into each nurtured collection they produce.

Paul James

Experience the whole cycle of your garment from natural fibres to finished products, Paul James invites us into their factory to show us the life span of knitwear products.


Love and care go into each and every stitch of Annafie clothing. Creating traditional children's clothing that's made to last, Annafie bring fun, colour and essential "twirliness" back into kidswear.

Rupert and Buckley

Men’s and Ladies wear brand Rupert & Buckley are inspired by heritage. Crafting quality fashion that’s made to last, Rupert & Buckley are on a mission to craft wardrobe favourites for men and women.

The Story of The Ragged Priest


Edgy London based brand, The Ragged Priest introduce us to their Carnaby Street store and their brand new collections. Hear why they have chosen to exhibit at Pure London for the first time this summer.

The Story of Skopes 

Established over 60 years ago in the heart of the textile industry, Skope offers not only stunning formal menswear attire they display decades of experience in the menswear industry.


The Story of Blank 

Husband and wife duo Diana Irani and Julien Gressier, Bl^nk is a unique label with principles of confidence, femininity and individuality. Hear why Pure London is so important to Bl^nk and why they keep coming back season on season.

The Story of Iggy and Burt 

Design-led and London based, Iggy & Burt’s inspiration not only comes from the city’s vibrancy but also the English countryside, fusing the traditional with the contemporary for their first range.

Register for Pure London and come and meet this incredible brand!

The story of Zola Amour

Meet Emily Evans, founder of the sustainable brand Zola Amour.  Being both biodegradable and handmade in the UK, Zola Amour is all about creating a strong staple wardrobe that include classic, timeless and ethical pieces - so body, mind and earth can all feel good. 

The story of heritage brand, Tiger of Sweden

“It’s not good enough to have an amazing product, but you have to offer something more, something that the customer can really connect with.”

Founded in 1902, Tiger of Sweden is so much more than classic tailoring. From reimagining archive pieces to adding contrasting edgy attitude to timeless menswear, Nordics largest menswear brand took the suit from the office and on to the streets.

Watch when Luke Kane, the wholesale Commercial Director, explains the brand image, the versatile opportunities with a silk blazer and the importance in connecting with the customer on an emotional level. 

The story of Yull Shoes

Whilst at university, Sarah Watkinson-Yull became known as “Chief Troublemaker” when she started Yull Shoes in 2011 with funding from the Prince’s Trust. In her words, she was as stubborn as they come – in our words, she had a fierce determination to succeed. 

Setting up manufacturing in the UK, she has managed to create one of only independent shoe brands that manufacture high heels in Britain. Go Sarah! 

Hear how some of our favourite places in London, like Green Park and Primrose Hill, have made their way into this season’s collection! Watch the Yull Shoes story. 

The Story of Emily and Fin

Starting off by making clothes as a hobby to selling their collections on Portobello Market, Emily and Fin have worked together since the 90s. Whilst Emily is into bold colours, Fin is a true lover of clean-cut tailoring, which means they complement each other perfectly.

This season is inspired by the circus and features everything from tiger prints to a quirky popcorn pattern. Hear them tell their passionate story about how it all began.

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