Press release: July 2017

And Lethal Bizzle Meet & Greet to launch ‘Stay Dench’


Now into its fourth edition, Pure Man is growing rapidly and attracting more and more buyers expanding into menswear fashion. Menswear indies and those looking to introduce a fresh menswear offering to their stores for 2018 will be able to source the latest in men’s apparel, footwear, and accessories from heritage new and emerging brands, with cross-over buyers benefiting from the show’s prime location alongside Pure womenswear.

Grime hall of fame-r Lethal Bizzle will be unveiling his new product, a men’s aftershave entitled “Stay Dench”, right off of the back of his latest EP release, “You Will Never Make A Million From Grime“. Bizzle has big plans for this fragrance as part of his lifestyle range and will make an appearance and hold a Meet & Greet for buyers on Sunday 23rd July between 12-3pm on the Platinum Brands stand N51. Finding inspiration from street wear, his Stay Dench label has garnered a celebrity following that includes footballers Ian Wright, Djibril Cisse and Jack Wilshere as well as rapper Chip (formerly Chipmunk), radio presenter Greg James and the label’s namesake, Dame Judi Dench herself.

Also making appearances and taking to the Spirit Stage on Tuesday 25th July are leading influencers Rowan Row, Ben Heath, Jamie Cullen and Paul McGregor – they will be discussing working with Influencers.

Pure Man will see the new premium ‘Concept’ area housing niche brands in a pop-up environment, most of which will be exhibiting for the first time. Among the line-up is Laaza Academy and Ivywake, a British organic clothing company offering casual and city sustainable style.

Joining the Pure Man line-up for the first time is a host of new brands to whet your appetite for some serious discovery this July. Immerse yourself in new designs, innovative prints, sharp tailoring and scintillating concept collections. Laboratori Italiani is an international menswear brand taking influence from Neapolitan tailoring and traditional British elegance. Poetica Jeans offers clever design and premium materials married with innovative tailoring and current trends. British based TriXta Designs will show it’s tribal art-led t-shirt designs, while urban lifestyle label Robot Brands launches it’s first men’s apparel collection exploring the relationship between humans and artificial intelligence.

For fashion-forward tailoring, statement pieces and distinctive detailing take a look at EXE, while Robert & Son Beachwear is an exciting new board short brand championing clever prints and sun-soaked colours. Barror London is a menswear brand based in London, dedicated to great style, amazing fits and superb quality. Other new brands in the mix include LIAR London and Weekend a La Mer.

Returning will be Pure Man Emerging Brands, showcasing new and up-and-coming menswear designers including Studio Mulder and new British brand Bowtees who aim to create a new bow tie generation. Stemming from a life-long adoration of distinctively dapper bow ties, but with a frustration of always having to be in a sartorial shirt…the idea of combining urban-inspired t-shirts with bow tie detail was born. Also showing is House of Cenmar, a London-based Saudi designer, offering a multi-faceted art and fashion concept blurring the lines between street style and haute couture and inspired by ancient Arabic architecture and sweeping global cityscapes.

The wider Pure Man offer will range from clean-cut tailoring to edgy contemporary pieces and cool casual and lifestyle wear. Since 1963, Henri Lloyd has pushed the boundaries of style and technical innovation establishing itself over the last five decades with a global reputation for designing and producing quality premium sailing and lifestyle clothing. Other brands include Gianni Lupo, Street Noir, Dedicated Brand, Michael Linnell, Garzini, and SLYDES, with fashion-forward footwear and seasonal accessories offering retailers the perfect add-ons for SS18.

Adam Gough, Head of Menswear commented:  “I’m really excited to see the diversity of brands showcasing in Pure Man for SS18. We have designers from over all over the world showcasing their latest offering, bringing together a great mix of different styles and trends. We have plenty of Pure Man exclusives that I’m sure will excite the buyers looking for something fresh.”

 To find out more information on the SS18 event, visit The next edition will take place from 23rd – 25th July at London Olympia, welcoming over 800 brands across womenswear, menswear, young fashion, athleisure, footwear and accessories.

For further information, images, or if you would like to meet Lethal Bizzle, play Fifa with him and receive a personalised bottle of his new aftershave Stay Dench contact:

Philippa Suitters at Good Results PR:

[email protected] or call 0203 397 5180 / 07866 362980