As reported previously at, the London tradeshow players Stitch, Pure Spirit and Pure London, teamed up to run simultaneously for the first time over 3 days (Feb. 13-15). To make life easier for visitors, the young fashion candidates, Stitch and Pure Spirit, both relocated to Earl’s Court One, a venue located less than a mile away from Kensington Olympia, the longstanding home of  Pure London.

Benefiting from extra space since the relocating of its young offshoot, Pure London still welcomed new designer showing under the Ethical Fashion Forum, with labels such as Eva Cammarata and Good One offering strong collections with a sustainable agenda. To comment on the general re-structuring strategy of Pure London, the layout would benefit from more defined sections and more precisely established brand adjacencies.

Over to the fresh partnership between Stitch and Pure Spirit, Earls Court exhibition hall may lack the character of Stitch’s former home, the historic Old Billingsgate Market in East London, but it goes without saying that the benefits of the relocation and team-up with Pure Spirit far outstrip any drawbacks.

"We’re happy with the partnership with Pure Spirit, and the timing’s been good for us as well. The more spacious location enabled us to increase the exhibitor number with 40%, this season, totaling at 76 brands. The feedback from exhibitors has been positive, and we’ve secured an 80% resign for next season. To continue improving the show, we’ll be looking into the lifestyle aspect more closely, establishing how we can make the space more inspiring. Although the show saw some quiet spells during the three days of operation, and the feedback we received from exhibitors varied, most seemed pleased with the outcome," said Brian Duffy, organizer of Stitch.

"This is the first time we’ve exhibited at Stitch, and we’ve seen a good number of quality independent retailers coming through, particularly from the mid to high tiers of the market," said Paul Buckland, UK Distributor of Wesc.

Margin (Feb. 13-14), which celebrated its 20th outing this season, served up its usual roster of worthy indie brands. Highlights included Violette Room, a young Japanese label pushing a vintage-esque aesthetic with a bohemian edge; and Miyson- a menswear name playing on a quintessentially British expression based around nifty cuts and heritage fabrics. The much buzzed about newbie from Singapore, Al&Alicia, showed both its SS11 and AW11 collections, both of which focused on feminine but edgy pieces. On the accessories front, Lithuanian label Hotel of Things stood out with its range of gimmicky but wearable scarves made from a fusion of different garment components such as shirt collars, sweater sleeves and jacket cuffs.