For its next edition Pure London, taking place from 23rd - 25th July at London Olympia, will expand its athleisure section dedicated to international as well as British sportswear, swimwear, underwear and outdoor brands.

British activewear brands participating are Bellum Active, Acai Activewear, Jilla Active, Ilu Fitwear, and Tenn Outdoors. Other confirmed labels from around the world are Zeneo, Eivy, and Fusionwear by Arys.Additional O’Neill will show at Pure for the first time and Scandinavian brand Pure Lime returning to the trade fair.

All in all, Pure London will showcase a mix of over 800 womenswear, footwear and accessories brands and a further growing menswear section, Pure Man, due to the high demand.

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