Label, a new buying event running concurrently with the established Spirit section at Pure London, is set to showcase the largest offering of young fashion brands on show in the UK. Over 100 brands are now confirmed, including Bench, seventyseven, BC London, Andy Warhol, Pepe Jeans, Original Penguin, Motel, Yumi, Peoples Market, Paul Frank and Soul II Soul.

“Brands and buyers in the young fashion market in particular have been expressing a need to do business and to network with their peers in London. We have successfully achieved this with Spirit over the last six seasons, enabling retailers to buy into smaller and more trend-reactive brands which work closer to the season and produce new ranges regularly through the season,” said Samantha Bleasby, event director for Pure London and Label. “Spirit’s stable of young fashion women’s brands have not only enabled independent retailers to compete with the high street on trend but also to drive better profit margins. Label has been developed primarily to complement this offer by providing a new exhibition environment dedicated to menswear and unisex labels.”

Nick Preston, brand manager at Republic, with stores nationwide, summed up the view of many young fashion buyers who visit Pure London: “From our point of view, business at the moment is all about the smaller brands that Pure’s Spirit section specializes in. In the current climate, brands like these, which take the risk, sell short order, and replenish merchandise with new trends really regularly, are so much more relevant than the big brands. Pure has successfully done this with Spirit and I look forward to seeing this delivered for young menswear & unisex brands through Label.”

Label will run alongside Pure London and Spirit from Feb. 14-16 at Olympia 2 in London.

—Isabel Mühlbauer