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!

AW19/20 registration

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

Browse the AW19/20 brands exhibiting at Pure London

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  • Cindy H

    Stand: M90
    Cindyh Paris is all about denim. It creates fashion, elegant and confortable clothes all in denim since 2011.
  • Dina Shaker

    Stand: D61
  • Jolie Garance

    Stand: D113
    French fashion brand Garance Paris Website: www.jolie-garance.com Instagram: @jolie_Garance
  • Love Your Look

    Stand: J67
    Love ur Look is a nostalgic clothing brand ethhically and sustainably designed to enhance and embrace the female form. Designed for UK sizes 8 -24 this unique brand embrances diversity within its bran ...
  • NUX

    Stand: W26
    Movement and change are constant. They challenge us, fill our hearts with meaning and propel us forward. Established in 2008, NUX remains one of the most enduring activewear brands at the epicenter of ...
  • 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 ...
  • 1947 LEGACY

    Stand: S57
  • 3rd Floor

    Stand: V52
  • 4funkyflavours

    Stand: F94
    4funkyflavours is about individualities that dare to be authentic. Inspired by children and their unique take on the world, 4funkyflavours invites you to go on an adventure, explore the world and colo ...
  • A Postcard from Brighton

    Stand: F102
    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 ...
  • ACCESS

    Stand: D145
  • ACCESS FASHION

    Stand: D145
  • Adini

    Stand: E145
    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 ...
  • Afterglow The Label

    Stand: H142
    Afterglow The Label is the new fashion label offering unique hand made limited edition womens wear.  All our shirts and streetwear are beautifully hand embellished with 100% Genuine Swarovski® Crystal ...
  • 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 ...
  • Afunguard

    Stand: C75
    Fresh  for  Autumn  Winter  2019,  launching  in  the  UK  with Carol  C  Collections  Ltd.     A  modern  and  dynamic  brand,  both  designed  and  produced in  Poland. With  beautiful  style  and  ...
  • Agatha Ruiz

    Stand: Y76
  • Aggel Knitwear

    Stand: G114
    We are Aggel…   A traditional knitwear manufacturing business since 1975. We produce everything in-house and adhere to the values of sustainability, and quality with creativity and passion. This way, ...
  • AGNES WESS

    Stand: Y99
    DNA of AGNES WESS is changeability. The flagship product of the brand, the bag called Cameleobag - can change and transform thanks to its removable elements. In the blink of an eye, without repacking, ...
  • Aine Knitwear

    Stand: G70
    Aine Knitwear is a contemporary knitting company, that produces individual, unique pieces of knitwear in the finest all natural yarns exquisitely hand finished. Aine interprets and reinvents tradition ...
  • AINO

    Stand: A110
    AINO derives its soul from the Finnish design tradition; from its beautiful composition to its everlasting functionality.AINO embodies the character of our customers and transmits the way of life of t ...
  • Aithne

    Stand: S16
    Aithne is a family-run UK-based accessories brand offering silk scarfs inspired by the beauty of Nature in all its complexity. A variety of unique art-based designs and sizes allows an easy choice of ...
  • Akal Batu

    Stand: H161
    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, ...
  • ALARA SAGESEN

    Stand: C40
    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 ...
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