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!

The Story of Skopes

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. Visit Skope this season at Pure London.

See Skopes profile


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.

See Blank's profile


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!

See Iggy and Burt's profile

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.


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


Browse the AW19/20 brands that exhibited at Pure London

  • 1725.a / ESTELLE

    Stand: V115
      I'm Andrea Minoccheri, shoes designer. I created the brand that best represents my idea os shoes for today's women. 1725.a was born after taking over Le Stelle footwear brand and keeping it for six ...
  • A Postcard from Brighton

    Stand: E91
    A Postcard from Brighton clothing is a collection of jersey and knits that can be worn by anyone, anytime and anywhere. Our range takes you effortlessly through the day and into the night. Born out of ...
  • Aaliyah Makoni

    Stand: T25
  • About Betty

    Stand: H53

    Stand: D130
    ACCESS FASHION entered the magical world of fashion in 2000 with the aim of offering woman the most powerful combination of fashion and quality and with a vision to conquer Greece and the world market ...
  • Adini

    Stand: E132
    The Dark Beauty of Robert Mapplethorpe’s Floral Portraits provide inspiration for our Rich Botanical prints. Together with Nature inspired Feather and Skins, our New Range of Prints are Opulent in a R ...
  • Afterlife Project

    Stand: Y38
    Wants to bring unique global designers to the fashion capital’s of the world. We understand the words ‘limitation & boundaries’ - so you can be from any where in this universe and we shall together fi ...
  • Aideen Bdkin

    Stand: C59

    Stand: C33
    Alara Sagesen is a Turkish/Finnish multi cultural brand, constructed from visions of creativity,the finest craftmanship and highest quality raw materials.The Avantgardist Pret- a -porter brand handles ...
  • Alba Conde

    Stand: C70
    ALBA CONDE was born as a women’s fashion label 25 years ago in Galicia (Spain). It dresses a modern woman who adapts the latest trends to her own style and uses fashion as a way to express her individ ...
  • ALPE

    Stand: Y138
    Alpe is a premium footwear brand from Spain, combining unique contemporary styling  with functionality and an affordable price point.   Our factory has been established since 1986 & is based in Toledo ...
  • Ampour

    Stand: A92
  • Amy Lynn

    Stand: L64
    Our mission is to empower females globally to be confident in themselves and be who they want to be. Amy Lynn is a bold and forward thinking fashion brand inspired by real life that aims to do exactly ...
  • Angeleye

    Stand: P64
    About ANGELEYE... After ANGELEYE was first founded over a decade ago, it has expanded into an international fashion apparel business supplying our womenswear collections to independents and retailers ...
  • Another Look

    Stand: P72
  • Arggido

    Stand: C60
    Arggido offers a quality fashion collection for women, with an affordable price every season. They have been able to offer the best quality/price ratio for a fashion of exclusive designs.  Arggido is ...
  • Arichfield

    Stand: A142
  • Arya GmbH

    Stand: H85
  • Ashiana

    Stand: R10
    Ashiana London celebrates design & colour from around the globe by creating luxurious jewellery and accessories for the fashion conscious bohemian traveller. Designed in London and hand crafted in Ind ...
  • At Last London

    Stand: A80
    Annabel Drabble founded At a retail boutique over 10 years ago and after lisening to her customers requests for tailored tunics that give all women ,of all ages and sizes the perfect silhou ...
372 Results

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