Within the next edition of Pure London, taking place from 12th to 14th February 2023 at Olympia London, sustainability will play a key role with the launch of Purely Sustainable, a dedicated destination showcasing a selection of conscious exhibitors focused on reducing their environmental and social impact.

 



As part of its commitment, Purely Sustainable will use the United Nations Sustainable Development Goals (SDGs) to assess the impact of all exhibitors, who must demonstrate that they are tackling specific key issues in order to exhibit within the destination.

 



Already in 2018, Pure London had launched Power of One at Pure London, an initiative designed to empower retailers and suppliers to take small steps towards changing the impact of fashion. Since then, Pure London has continued to develop this initiative by informing exhibitors of the challenges facing the industry and how to take steps to overcome them, curating a rich program of expert speakers to tackle the issues in lively discussions and by taking practical steps to become a more sustainable event.

Pure London
Photo: Pure London
Pure London
The new Purely Sustainable destination aims to continue to raise the profile of ethical and sustainable fashion across the entire event, helping lower the industry’s carbon footprint and invest in a better future. Highlights focused on this aim include the newest developments that will be presented by Camper, Fika, Denim Star, Anema, Ochre Cashmere, Critically Endangered, and Nila Rubia, among others.

 

 



“The fashion industry is rightly being challenged to become more sustainable and the global ethical fashion market is expected to grow from £5.18 billion in 2019 to £6.73 billion in 2023, an increase of 30%, so it is imperative for us to introduce a new destination to Pure London this February that brings together and champions brands that prioritise sustainable production and ethical standards. As we continue with our Power of One initiative, the theme will run across the event through our exclusive and diverse speaker presentations, the comprehensive information and support available to brands, and the way we organise the show,” Gloria Sandrucci, event director, Pure London said.

  




New to Pure London, will be Fika, a womanswear brand that promotes a slower paced and sustainably conscious brand. The collection offers timeless pieces that don't compromise on style or comfort and use sustainably conscious materials and processes.

 



Making its debut at Pure London this season will be Denim Star, a hosiery collection that champions slow fashion.  Designed in the UK and produced by artisans in Italy, the collection of Avant Garde yet wearable denim socks are designed for denim lovers and to be worn with denim or jeans. Focusing on ethical production and made with quality GOTS certified organic cotton, the one colorway collection is designed to reduce textile waste without compromising on comfort, or its unique style.






Les âmes d'Ida is a Paris-based sustainable fashion brand focusing on slow fashion, artisanal handwork, and zero-waste, also makes its debut at Pure London this February. As a female entrepreneurship, they support Women's Organisations and independent women artisans from Turkey. The brand uses the finest quality natural fibres such as silk, cotton, linen, and wool.  Inspired by Greek mythology the Judgement of Paris collection features enchanting colours and silk textures with beautiful draping.

Les âmes d'Ida
Photo: Les âmes d'Ida
Les âmes d'Ida
Anema leads the way in creating beautiful accessories from innovative and partly organic materials and recycled fabrics including organic hemp, Desserto produced from cactus leaves, Apple Skin which is made by recovering a waste product from apples, and UltraWer produced from the inedible part of corn. Despite these futuristic fabrics and processes, the collection does not compromise on style, with eye-catching designed handbags in pops of statement colors and contrasting designs in natural tones.





Nila Rubia is a fashion impact brand led by a desire to preserve traditional methods, love natural resources, and champion community development. The collection of artisan created designs is rooted in the Mughal tradition, creating pieces expertly handcrafted in family run workshops in India. Ancient techniques are kept alive by an inspiring community of color masters, wooden block carvers, dyers, weavers and tailors. Rich colors, unique prints and sumptuous fabrics are signatures of the collection, which is bold, feminine and elegant.

Nila Rubia
Photo: Nila Rubia
Nila Rubia
Based in Vienna, Sunies is a fashion brand that specialises in unique footwear design. The models are made by hand, with a very careful eye for detail, and finalised digitally in a 3D program. The company focuses on creativity, design, and sustainability with a special emphasis on water resistance, comfort and elegance. All shoes are made from 100% recyclable, waterproof, and vegan materials.

 




Offering "Handmade clothes for Handmade People", Nineteen Sixty One, designed in Spain, offers luxurious fabrics and silhouettes that stand as an ode to the female form and favor subtle design over seasonal trends with a sixties vibe. This, combined with the brand’s focus on high-quality textiles and construction, has seen Nineteen Sixty One take on a timeless, transcendent quality.

 




With sustainability at the heart of everything they do, Pure London is also welcoming Timeless London to the show, showing in Pure Edge. Moving away from conventional cotton, polyester and nylon and sourcing Better Cotton Initiative (BCI) cotton, natural fibers and recycled fabrics is just one initiative from this womenswear brand that in 2022 announced that 70% of its collection is made from environmentally friendly materials. In addition to this, they are focused on zero water wastage when printing on fabrics.

 

 

 

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