Pure London x JATC reveals latest additions to brand line-up

The first combined Pure London and JATC show at Olympia London on 11-13 February 2024 has revealed its latest line-up of confirmed exhibitors, with brands including Reebok, DKNY, Lee, Wrangler and Ben Sherman all showing new lines.

On footwear, Alpe women’s boots, shoes and sneakers will bring a touch of Spanish design flair to proceedings, and also from Spain comes Natural World – ecological footwear that combines style with functionality, using 100% organic raw materials.

Australian brand SOEK, which creates ethically sourced sunglasses with a focus on vibrant colours, will also be attending, as will Lefrik – makers of high performance backpacks, bags and accessories, crafted from recycled plastic bottles.

Belt and accessories maker Ibex England, established in Northamptonshire in 1957 and a supplier to many a UK independent over the years, will be bringing its latest British-made quality collection to the show. In addition, Danny D handmade accessories – made by artisans in Italy and Guatemala – will be bringing its line of contemporary designs in vibrant local textiles.

There will also be knitted accessories from Fonem, and Nesscarf will "celebrate pattern and print with a range of digitally printed scarves and kimonos".

Pig & Hen

Pure London x JATC’s fastest growing destination area is jewellery, and that zone will feature Pig & Hen – a Dutch brand that combines sustainability with unique designs crafted from natural materials including rope, gemstones and precious metals.

Narratives The Line will bring a range of jewellery (and scarves) that mix materials and techniques, including resin bangles, playful earrings and statement necklaces.

Other brands showing include Amorcito with its natural gemstones, COTI, which "makes reading glasses fun", and Studio Lia Etoile with its collection of geometric patterns using acrylic and elegant bead embroidery for earrings, brooches, necklaces, hair accessories and bracelets.

Then comes the extensive Sonata collection, which features on trend fashion jewellery, and LoveRocks returns for another season with an eclectic jewellery collection ranging across "cutting edge glamour, cool contemporary, boho festival and timeless classics with a twist".

Krystal London will be bringing sparkling trend-led fashion jewellery at high street-prices, and Thomas Sabo will showcase key pieces from its ‘Rebel at Heart’, ‘Sterling Silver’ and ‘Charm Club’ collections.

Additionally, the ever growing ‘Sustainable’ area at the show is set to showcase a carefully curated selection of conscious exhibitors "leading the way in addressing their environmental and social impact".

Joining the destination in JATC is Outerknown, a brand that is committed to protecting the environment and supporting fair labour. Innovative in the materials it utilises, and well as its sourcing methods and choice of farming partners, it’s also a brand that champions circular fashion with its resell platform for pre-loved styles.

New to the brand mix comes Kusan Accessories, which celebrates traditional Nepalese style with a range of bright knitted winter accessories that are ethically made.

Then, bringing menswear back to Olympia, Remus Uomo will be bringing sharp, modern tailoring, and Gianni Feraud, renowned for its leather and suede manufacturing, will also be bringing tailoring, as well as shirts and knitwear.

JATC Creative Director, Juls Dawson, said: "We are excited to announce many fantastic exhibitors that will be joining us for the first combined show in February 2024, but it is still early and visitors to Pure London x JATC can expect to find many more international and British brands joining the line-up in the weeks to come."