Pure London has announced the launch of a new show in February of 2011 which will emphasize the needs of retailers and brands specializing in the young fashion industry. The show, to be called Pure Spirit, will be held at the same time and as Pure London from February 13 through 15 at the same venue. After drawing its largest audience to date in August, organizers of Pure have decided to expand the Pure trade show with the new Pure Spirit and Label format based out of Earls Court. As previously announced, over 150 brands have already expressed interest in taking part, including brands such as Desigual, Pepe Jeans, Bench,  Fornarina, Iron Fist, Monkee Genes, Criminal Damage, Freddy, Vacant, Pink Soda, Rare, Blood and Glitter, and Orion London.