10-12 February 2019
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 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. See them at Pure London 22-24th July.

See Zola Amour's profile and products

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

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

See Emily & Fin's profile and products

SS19 Brands

Pure London blog

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  • Introducing Farrar Studios

    20 Jul 2018 Thea Speechley

    With the Pure Origin show just around the corner, I took the opportunity to find out more about our UK based exhibitor, Farrar Studios. Read the full interview here.

  • Keynote exclusive: Maya Jama

    18 Jul 2018 Pure London

    Having joined the BBC Radio1 family only last year, Maya has recently been announced as their solo presenter for Fridays’ popular Breakfast Show and again on Saturdays’ primetime slot.

    For her keynote delivery at Pure London, Maya will be joined by Antonia O’Brien in a Q&A session where she will address fashion, diversity and everything in between.

  • Turkish Collections SS19

    17 Jul 2018 Pure London

    Bringing the newest products straight from Istanbul, view this exclusive preview of the latest collections from the Turkish brands showcasing at Pure London SS19. Browse the lookbook and find new favourites.

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