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


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. Find out more about Annafie before their appearance at Pure London SS20.

See Annafie's profile

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. Discover their story ahead of Pure London SS20.

See Rupert and Buckley's profile

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.

See The Ragged Priest's profile

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. 


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 SS20 brands exhibiting at Pure London

Discover SS20 at Pure London and Pure Origin. Hosted in Olympia London, this season’s Festival of Fashion offers everything a buyer, designer or sourcing manager could need. Our extensive exhibitor list brings the entire fashion supply chain under one central London roof, showcasing everything from fibres to finished collections.

  • Dajana Rodriguez

    Stand: V65
    A young and dynamic Slovak brand Dajana Rodriguez, bears the name of its owner and designer. Our story began seven years ago in Slovakia, when Dajana began to design and produce handmade leather handb ...
  • Danity

    Stand: J67
    Danity Paris  is a feminine brand, sparkling, delicate with a romantic touch. She looks like us, women. Independent and serene, she assumes her femininity with elegance. Its mission is to bring a wind ...

    Stand: H50
    At Didriksons we have a simple philosophy: we don’t challenge the elements, we adapt to them. Just like Julius and Hanna Didrikson did in 1913 when they began producing workwear for the fishermen in G ...
  • Flora & Co

    Stand: S32
    Flash Diffusion is a fashion company based in Paris that sells trendy lady bags imported directly from our fabric in China Our products are of fine quality confirmed by thousands of our customers via ...
  • NULL

    Stand: NULL
  • 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 ...
  • 24bottles

    Stand: L35
      Clarity Brands Ltd are the UK Distributor for the premium and stylish Italian brand 24Bottles. We stock all products in our warehouse in Hampshire 24Bottles the Italian design brand, born in 2013 ou ...
  • 2Coat By Olga Tovstenco

    Stand: B51
  • 4 Funky Flavours

    Stand: E83
    We are a Dutch brand that offers colourful and bright clothing for babies, kids, women and men. The unique characteristic of our brand is the prints and patterns that are inspired by the world around ...
  • 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
  • Aarabhi

    Stand: B32
    Aarabhi is an ethical womenswear brand, founded in London. The collections are made up of statement pieces and are a combination of the individual design aesthetic of British fashion and Indian crafts ...

    Stand: F146
    ABHIVYAKTI, is one of the reputed brand cum manufacturers and exporters of stylish, captivating, fashionable and designer ladies apparels. Coming finished in exclusive designs, the broad category of o ...
  • Abiteks Tekstil

    Stand: PO-E50
          With our experienced team based in our head office in Istanbul, we offer our expertise in sourcing, manufacturing and merchandising in the textile industry. Our partnerships and manufacturers of ...
  • About Betty

    Stand: H53
    Who is Betty?  Betty is dancing on her own; she’s flirting with colours and experimenting with patterns. Every day is a new opportunity to express a different part of herself.  Betty is inspired by th ...
  • Absolute

    Stand: C56

    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
  • 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 Bodkin

    Stand: C59
    The Aideen Bodkin collection is comprised of beautiful fabrics & intricate design detailing, creating a range that is unique, timeless & collectable.  
  • Airfield

    Stand: C100
    Launched in 1995 the premium womenswear brand Airfield is a family-owned business in the third generation. Focusing on high quality and design, the collection is defined by  its innovative fabrics. Th ...

    Stand: W12
  • Akal Batu

    Stand: G146
    We are a reputable garment accessory and packaging company located in Istanbul/Turkey. We have 20 years of experience in desinging and manufacturing high quality clothing accessories such as Hangers, ...

    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 ...
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