Pure London adds dedicated Athleisure section

Pure London is tapping into the burgeoning Athleisure movement with a dedicated section at the trade show's next edition in February.

The new section at the show, which takes place from 12-14 February and London Olympia, will contain an offering including sportswear, active wear, yoga wear, swimwear and underwear from a selection of international and emerging brands.

Labels taking part include PureLime, Elle Sports, Miss Runner, Bohemian Elephant, Dock & Bay, Bjorn Borg, Jilla Active, Sports FX, Frikalish London, and Freddy.

Martin Hudson, managing director of Danish brand PureLime, said Athleisure had moved beyond the realm of trend. "[It] has grown and grown to the stage where it is no longer a trend but a mainstay, as more of us in the UK become both health conscious whilst wanting to look good and feel comfortable in what we wear," he said.

Pure London began life as a womenswear show but in recent seasons has also branched into menswear, with Pure Man, which will be expanded for the February edition.

More than 100 menswear brands will be at the show and a new section called Concept has been launched to house premium niche brands for ready-to-wear and accessories, including Carerra Denim, Esre Denim, Aristides Vanis, Telm London and Suedebird.

"The curated edit for 2017 is exciting and fresh, we have a great mix of international brands which are exclusively showcasing at Pure Man. Since its inception, our menswear offering has grown from strength to strength we have now introduced a new premium concept area which has attracted brands that wouldn’t usually showcase their latest collections at any trade shows," said Pure Man show organiser Adam Gough.