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


    Stand: C113

    Stand: L22
    Braiconf has been in business for 68 years, and is currently the leader on the market of manufacturers of men shirts and light garments for women. Ever since the foundation of the company in 1950, Bra ...

    Stand: F151
    Brise designed a contemporary fashion collection for a woman  with a very dynamic life. From business looks to traveling, leisure and evening wear, our line of design provides a  stylish wardrobe, mix ...
  • 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
    Dina Shaker’s philosophy is to create designs that challenge the norms and elevate personal style. Her limited collections are highly influenced by her fine arts background; asymmetrical lines, textur ...

    Stand: D73
    Essa Lian, is a romanian manufacturer created in 2015, located in the capital of Romania, Bucharest city.  We craft with passion and creativity exclusive collection of women's garments: casual and wed ...

    Stand: C57
  • Jolie Garance

    Stand: D113
    French fashion brand Garance Paris Website: 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 ...
  • LOVIE & Co

    Stand: H93
    Parisian ready-to-wear brand for women, aiming to sublimate women's beauty by offering a trendy and refined wardrobe, suitable to all situations. The collection consists of real quality pieces, and su ...

    Stand: B63
    Wearable Art Concept When you wear my art, you become my associate because you participate in the process of fulfilling my dreams, you wear my time, my feelings, you embrace my vision. I decided to tr ...

    Stand: V138
    Founded in 1992 as a trading company, Musette is nowadays a luxury fashion brand that encompasses women’s and men’s shoes, handbags, small leather goods and other accessories Musette is the new luxury ...
  • 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 ...
  • O de Mai

    Stand: H148

    Stand: C55
      Carmen Secareanu is an multiple award-winning design company with projects in different fields as clothes, home objects and urban installation . The owner and artistic director is a highly gifted an ...
  • SqWears Couture

    Stand: F56
    One of the UK's only plus-size haute couture collections, SqWears Couture is officially launching at Pure London AW19/20. This unique garment has not only attracted a registered design but has an addi ...

    Stand: H164
    OUIMEHNON brings forward the concept of "Fresh Fashion". OUIMEHNON offers special design, natural fabrics and premium manufacturing process to address active women who like to enjoy both office and le ...

    Stand: D55
      Known for working with Alexander McQueen, Givenchy and Paule Ka, Venera Arapu created her eponymous brand in the late 1990s.   ESMOD graduate, Venera Arapu received great acclaim in the Parisian fas ...

    Stand: G56
    VISUAL CODE RETAIL will be showing in London its premium ready-to-wear designer brand, based and producing in Bucharest, work of the fashion designer and founder Mihaela Dulgheru. The label stands for ...
  • &Sisters LTD

    Stand: Y48
    &SISTERS is an ethical, socially conscious feminine care brand, giving women a choice that's better for their body, the planet and womankind. 
  • 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
    3rd Floor, is a conceptual jewellery brand aiming to connect people with different stories, through minimal designed jewellery.  Materials such as metal shaped in primal form, indicate the pureness, s ...
  • 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 ...
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