The London show Jacket Required’s fifth (31Jul -1 Aug) came to a close yesterday. Housed yet again in the centrally located Victoria House in Bloomsbury Square, the show spread over two floors as it continues to grow. This season, 156 labels took part; Bolongaro Trevor, Baracuta, Sandqvist, Won Hundred, WESC, Elka, Pendleton and PRPS Goods & Co were among those who had gathered to show their SS14 wares.

At the time of our visit on Thursday morning, the show was fairly quiet, but the sales agents and designers we spoke to reported that the first day had been positively bustling. Even though the show attracted a fair number of international buyers, UK based industry folk dominated the invitation-only attendance list. “This is the first time we’ve shown Farah at Jacket Required and we’re pleased with the result,” says Jason McKey, National account manager for Farah. “The show has a local feel and so far we’ve met buyers from all over Britain including destinations such as London the Midlands and Scotland,”
Farah exhibited both its Vintage and 1920 lines – the latter being designed with the slightly older consumer in mind – a man who appreciates fun design but may not be as bold in his taste as the Farah Vintage fan. Polo shirts with wooden buttons, denim-look cotton jersey jackets and short combos and printed cotton shirts were among the highlights of the latest Farah 1920 range.

The new premium denim brand Flying Horse were also among the first time exhibitors, premiering at the event with an all-encompassing collection featuring materials produced in-house – from a hemp/denim blend to rope dyed cotton. One of the label’s most important strategies is to offer a reasonable pricepoint. “We aim to distance ourselves from the premium labels that charge £500 for a pair of jeans, but Flying Horse still offers the consumer upmarket products fashioned from fabrics that they won’t find elsewhere,” says sales agent Aron Sharpe of Options agency. A pair of Flying Horse jeans retails from £115 to £145.

The inimitable William Fox & Sons – a label with a strong vision and consistent approach– presented its second full collection this season, brining together a confident mix of shirts in unusual cartoon-y or ethnic prints, fluffy knitted sweaters – which have become something of a trademark– and cotton trousers in all denominations, from chino styles to shorts. Designer Nicholas Walter noted that the SS14 edition of Jacket Required attracted not only key UK buyers, but also a healthy number of press representatives. The fair has been likened to Capsule, which is a fair comparison as both concepts serve up credible exhibitor lists of the offbeat cool variety, while managing to create a relaxed and friendly atmosphere that inspires one to linger a little longer.