Pure announces dedicated entrance for Pure Man

Next February will see Pure Man have its own dedicated entrance at London trade show Pure as the menswear sector shows no signs of slowing down.


Photo: Avva

Now in its 5th season, Pure Man is expected to showcase over 100 new and existing menswear brands, covering everything from cutting-edge menswear to sportswear and accessories.

The expansion of the menswear offering at Pure comes after organisers identified a gap in the market, which is set to grow by 30% to £15bn by 2021.

“Menswear is definitely having a moment and all the indicators are showing exponential growth. We are really excited to have our own dedicated entrance this season and visitors will be welcomed by a host of exciting international and UK brands. We have plenty of Pure Man exclusives too that I’m sure will excite buyers looking for something fresh,” said Adam Gough, Head of Menswear at Pure.

The next edition of the trade show will take place on 11-13 February at London Olympia, and will introduce new brands such as Swedish outwear and footwear brand Tretorn, iconic French brand Chevignon and organic basics from Portugese based Colorful Standard.

Other labels boosting the menswear line-up will include Bonastre, Samuel Gassman Paris, Jack Carter London, Oliver Strelli, Broker Jeans Spirit, Rupert & Buckley, AVERSE, TAGS, and Turkish brand Avva.

Returning brands Poetica Jeans, Noble Wilde, Robot Brands, Barror London and Dedicated Brand have also confirmed their presence at the upcoming show.

Pure London has also recently announced a new sourcing event, pure Origin, taking place alongside Pure London and Pure Man. 

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