22-24 July 2018
Olympia London

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!

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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. 

See Tiger of Sweden's profile and products

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. 

See Yull Shoes’ profile and products

SS19 Brands

Pure London blog

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  • In conversation with Miguel Sousa

    18 Jun 2018 Thea Speechley
    Miguel Sousa is a garment supplier based in Portugal producing both outdoor & indoor clothing. We are excited to welcome them to Pure Origin this July. We caught up with the team to find out more about their company.
  • Ever wondered how you actually catch a buyer’s attention? I spoke to Asiya Durrani, luxury buyer and brand director for leading international fashion brands. She shared a few key tips on how to get noticed, but most importantly, what not to do.
  • In Conversation with: Taiwan

    07 Jun 2018 Nelly Gergi

    Whilst Taiwan might be known for its buzzing city life and incredible natural scenery, it’s also one of the leading manufacturing countries for synthesized materials used for athleisure wear.

    Pure Origin is excited to welcome the Taiwan Textile Federation to the July show and we took this opportunity to learn more. Read the full interview here.

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