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Pure London announces headlining Pure Edge brands

Chloe Burney
30 January 2023

Trade show Pure London has revealed the headlining Pure Edge brands that will be on show at Olympia London from 12-14 February 2023.

The Pure Edge destination is synonymous with diverse, bold collections that make a statement. This space highlights alternative lifestyle brands, which offer an innovative approach to fashion.

In addition to its sponsor Heroes Ltd., Pure Edge's headlining brands include Airwalk and Phat Kandi, 20th Century Clothiers, Burleska, Collectif, Costurero Real, Innocent Clothing, Orchid Bloom, Pahis, Pamela Mann, Rock Off, Timeless London, VWS and Weekend Doll.

The Super Heroes Collection is the bespoke premium apparel range from leading licensed distributor Heroes Inc. The edit features best-selling licenses, which include Marvel, Disney, Star Wars, Pokémon, Stranger Things, DC Comics, and Harry Potter.

pure London

1986-founded Airwalk will also be on show. The skateboard and sporting brand has not only sponsored some of the biggest athletes but has also created the iconic trainers they wore while becoming legends in their fields.

In addition, the British offbeat fashion brand Phat Kandi is taking part in the trade show. The self-proclaimed bitter-sweet fashion brand champions the misfits of this world. It highlights the overlooked and those who colour outside the lines.

Head of Pure Edge, Carole Hunter, commented: "Heroes Inc feels like a natural partner for Pure Edge. The destination is presenting the most exciting, diverse, and challenging brands in this arena and visitors can expect to be blown-away by all the collections.

"Brands appeal to the next generation with an energy and range that is unrivalled in the industry."

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