Press Release: December 2016
Pure London has announced the launch of a dedicated Athleisure section for February 2017, as the
global demand for fashionable active wear continues to soar. Athleisure debuts with a major line-up
of brands which will provide a fresh and exciting addition to Pure’s wider fashion showcase, offering
the latest styles in sportswear, active wear, yoga wear, swimwear and underwear from a selection of
international and emerging brands.
A stylish and versatile crossover between loungewear and sportswear, athleisure focuses on
function, fashion and fit, filling a gap in the market for office-to-gym wear. Thought initially of as a
the temporary trend, athleisure has proven its staying power with sales growing by 42% over the past
seven years, now standing at a staggering £7bn market in the UK alone.*
Martin Hudson, Managing Director for Danish brand PureLime, noted:
“Athleisure has grown and grown to the stage where it is no longer a
trend but a mainstay, as more of us in the UK, become both health
conscious whilst wanting to look good and feel comfortable in what we
wear.”
PureLime’s effortlessly cool collection includes easy-to
wear staples in a range of natural fabrics with a muted, earthy color
palette. For the Scandinavian brand, high-quality, super-soft athleisure is a
to both‘lifestyle’ and not just a ‘look’, with their wardrobe essentials to both
Sports ,social and sports activities.
Transitional loungewear will also be on offer frSports,whose range of cover-ups, loose-fitting tops, luxe hoodies and
sweatpants provide the perfect add-on items for retailers. As the world’s
biggest selling fashion magazine, ELLE will further demonstrate its
international authority on style with a fresh approach to contemporary
activewear.
Bright colours and playful prints lead the way for Miss Runner, 
with durable fabrics, feminine designs and flattering cuts used
across their collection to create maximum comfort during motion. Long
lasting design and quality is also integral to Bohemian Elephant’s
collection; the new ethical brand uses bold, authentic prints and
bohemian-inspired textures to represent its influences from around the
globe.
Launched in 2015 and built on a desire to explore, discover and travel,
Dock & Bay will bring their active and beach towel ranges to Pure
London for the first time, with a whole host of new product lines to be
unveiled at the show. The brand continues to reinvent and innovate the everyday towel, and
February will see the introduction of their quick-drying, lightweight and compact ‘round towels’.
Andy Jefferies, Founder of Dock & Bay, commented:
“From the start, Dock & Bay has been a very e-commerce focused business, allowing us to grow at
pace and move into eight markets across the world. This is set to be our first trade fair season in the
UK as we push into new channels and Pure is a very exciting place to be kicking it all off. Fitting
straight in with the established and emerging fashion brands from around Europe, Pure offers a full
package, from the catwalk shows they run to the inspirational seminars, and we can’t wait to be a
part of it.”
Other brands set to exhibit within Athleisure include: Bjorn Borg, Jilla Active, Sports FX, Frikalish
London, and Freddy.
The next edition of Pure London will take place from 12-14 February at London Olympia. For more
information, visit www.purelondon.com.
Ends.
For press enquiries and images, contact Bethany Hutchings at Good Results PR:
[email protected] or 0203 397 5180
NOTES TO EDITORS
About Pure London:
Pure London is the UK’s leading trade fashion buying event, representing womenswear, menswear, footwear, accessories and young fashion. The show offers buyers from UK and international independents, multiples, department stores, etailers and mail order, the opportunity to discover collections launching for the season ahead, attend catwalk shows and hear from their peers and other industry experts in valuable seminars and workshops. Pure London is an Ascential event. www.purelondon.com
About Ascential:
Ascential plc is a leading international media company that informs and connects business professionals in 150 countries through market-leading Exhibitions, Festivals, and Information Services. Ascential powers the prestigious Cannes Lions Festival for the branded communications industry, the world’s premier payments and financial services congress Money20/20, Spring Fair/Autumn Fair, the global fashion trend forecasting service WGSN and environmental risk data business Groundsure. 23 of Ascential’s 32 product lines are marketing leading and occupy number one positions. Ascential exists to provide our customers with world class content and connections empowering their businesses to be the best informed and best connected. Our products enable focus, growth and value. Ascential.com