Brands with a skate focus dominated the fair.
Brands with a skate focus dominated the fair.
 

05 Sep. 2013

Show report: The Ledge SS14

Now in its fifth season, London fair The Ledge (1-3 Sept.) was conceived to provide a platform for action sports brands across areas including surf, skate, ski and snowboard. Brands with a clear skate focus dominated the SS14 event; Element, Zoo York, Dephect and Santa Cruz were among the approximate 150 exhibitors. To broaden the appeal of The Ledge, a dedicated streetwear section was introduced three seasons ago, aptly called the Streetwear Village. Highlights within this category included the charming Alicante-based indie label Trendsplant, which offers tees, sweats, polos and caps for men and women – all of which carry the label’s signature elephant emblem. “This is the first time we’ve showcased the brand outside Spain, and we decided to exhibit at The Ledge in order to attract UK buyers, as we’ve already grown quite a bit on the home turf since launching Trendsplant in 2009,” said co-owner Luis Guillen.

Polish label Turbokolor, which exhibited in London for the first time, is little known in the UK, but its quest to break into this particular market should not be too mean a feat since the SS14 collection displayed consistency both in terms of quality and creative vision. Jackets were strong, particularly the styles crafted from cotton twill and featuring raw leather drawstrings and camping inspired prints created by the label’s creative brain Swanski. Turbokolor currently focuses on menswear but also offers a small range of womenswear. Print-based New Love Club, meanwhile, is currently stocked at Topman and Asos, and opted to show at The Ledge since its sensibility is increasingly veering towards streetwear rather than fashion. The SS14 collection encompasses sweats, hoodie tops, tees and bags featuring all-over prints designed in-house. The tropical greenery and safari inspired variants appeared almost hypnotic, while the psychedelic print played a pivotal role. “The aesthetic is very much inspired by New Love Club’s birthplace of Brick Lane,” explained co-owner Aaron Colaco by way of introducing the young and vibrant look of the latest wares.

To comment on the mood of the show, it was quiet when we visited on Monday afternoon – something that can partly be attributed to it being held at the very end of the buying season. Still, the participating brand representatives we spoke to seemed rather pleased with the outcome, and reported that the show had helped to generate interest if not a long list of orders. As per previous seasons, the SS14 edition of The ledge was held at Olympia exhibition center, which also plays host to its sister show LondonEdge, a long-running niche event focusing on apparel and footwear brands moving in the alternative circles of Goth, punk and rock. It makes little sense to run The Ledge alongside LondonEdge, since the two concepts don’t complement each other particularly well. Come next season, the fairs will be separated; The Ledge will move to Victoria House in Bloomsbury Square, and the next outing is scheduled to take place in early January.
Emma Holmqvist-Deacon

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