As the global demand for fashionable active wear continues to soar, Pure London announces an expanded selection of established, international, British and emerging brands offering sportswear, activewear, swimwear and underwear including O’Neill, Miss Runner, Fusionwear by Arys and Tenn Outdoors. Matteo Perrone, Young Fashion & Athleisure Manager at Pure London, says: “No longer just a trend, Athleisure has become a way of life representing a substantial market and huge potential for growth. With 52% of consumers buying sportswear for non-sports use, brands and retailers can’t afford not to be part of this hugely popular and developing sector.”
The Athleisure section also provides an exciting platform for buyers seeking out new British activewear brands including Bellum Active, ACAI Activewear, Jilla Active and ILU Fitwear. Scandinavian activewear brand Pure Lime also returns to Pure London this season, and other brands confirmed include Zeneo, Eivy, and Fusionwear by Arys.
Laurence Morse, Country Manager UK & Ireland at O’Neill, who shows at Pure London for the first time, said: “With O’Neill Active expanding each season, the Athleisure section at Pure London is a natural fit for the brand. Continually introducing new product lines, our multi-purpose collection is motivated by comfort, energised by fashion yet packed with innovation. Focusing on trans-seasonal trends and versatility, O’Neill Active is attracting new customers across the UK who are growing their activewear offering.”
Deryane Tadd from The Dressing Room in St. Albans adds: “We have seen a marked increase in customers buying into activewear, most of whom are incorporating sportswear into their daily fashion wardrobe and buying pieces at the same time. We’ve introduced some exciting new activewear brands and have created a dedicated space in the shop. We’re really looking forward to visiting the athleisure section at Pure again this July.”
Inspiration and innovation will also resonate across the eclectic brand offering, with a strongly edited collection of over 800 global brands showcasing their latest collections, many of which can be discovered exclusively at Pure London. Responding to market demand, the menswear show Pure Man will continue to grow this season adding to the comprehensive collection of womenswear, footwear and accessories. Pure London will take place from 23rd – 25th July at London Olympia.
