The first Pure London x JATC show will host a dedicated Sustainable Destination for buyers to discover a range of new and emerging brands that positively impact the industry by addressing their environmental and social impact.
This Sustainable Destination will assess exhibitors based on the United Nations Sustainable Development Goals (SDGs), raising the profile of ethical and sustainable fashion across the entire event, helping lower the industry's carbon footprint and investing in a better future.
As consumers and the fashion industry become more eco-conscious, joining Sustainable next year are Humanity Centred Designs, Tina Aileen, Buzz and Luna, Nudea, Isabelle Pennington Edmead, Sugarhill Brighton, Meta Vocus, Noema, Peachaus and Feel Fit.
Humanity Centred Designs is a Material Innovation Hub that transforms textile waste from marginalised apparel manufacturing factories into innovative recycled textile materials. They also work in a social enterprise domain supporting micro and small-scale apparel manufacturing industries.
Combining style and elegance with practicality, Tina Aileen's approach to sustainability stems from innovative functionality and ingenious designs, while Nudea is a sustainable underwear and sleepwear brand, promoting a longer life span for each piece through unique design details and providing wash-laundry bags with each purchase. Australian underwear and lifestyle brand Peachaus will also join the Sustainable showcase.
Returning to Pure London is Irish brand Noema, showcasing handmade designs made from natural and biodegradable native fabrications with muted grey and black velvet suit separates, double-breasted tie wrap coats, and function-first dresses made from Wexford linen, Donegal wool, organic velvet, and bamboo silk.
Another returning brand is the growing lifestyle brand Feel Fit, with an award-winning range of sustainable gym and leisure wear, the first eco-powered fitness studio and store, fitness coaching programme and leisure retreats.
"As a global platform for fashion, we are responsible for educating, informing and advising retailers on the industry's most challenging issues. Issues of sustainability are arguably at the fore of these discussions, which inform an important part of our content programme and inspired the Pure London x JATC Sustainable destination," said Gloria Sandrucci, Pure London Event Director.
"This season, we are excited to bring together and champion new and emerging brands that prioritise sustainable production and ethical standards and celebrate their innovation and achievements."
Pure London x JATC, The London Festival of Fashion, will be held at Olympia London from the 11th to the 13th of February 2024.
