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10 Feb. 2012

PREVIEW: PURE LONDON WITH FOCUS ON ETHICAL FASHION

At buying destination Pure London taking place from February 12-14 at London Olympia, there will be a special focus on ethical fashion, with an ethical “trail” highlighting key ethical brands as well as an Ethical Fashion Forum and surgeries offering expert help and advice.

This season ethical brands showcasing their collections at Pure London will be highlighted on the floorplan, and their stands, by an ‘ethical leaf’ for easy sourcing. Brands this season include: Bibico, Braintree Eco Fashion Fibre, Jaida Hay, Kazuri, Komodo, Lotusfeet, Makki, Matt & Nat, Nomads Clothing, Pachacuti, People Tree, Pogostick Failure and Tvach.

Kazuri's hand-painted ceramic jewellery is made in Kenya. Every bead which makes up a necklace or bracelet is shaped by hand by one of the 300 local women employed by Kazuri. The beads are then kiln fired once, glazed and fired again before being strung. Founded by the late Lady Susan Wood, Kazuri is still located where she first started creating employment for struggling single mothers back in 1975.

Makki is the UK’s leading designer and supplier of handbags and accessories made from responsibly sourced eel skin and pony skin. Makki will also be promoting their product exposure in the new film 'The Knot' which premieres whilst Pure London is on and sees Makki's collection on the arms of Mena Suvari and Talullah Riley.

The f/w 2012-13 collection for Nomads Clothing sees their first exciting winter range by their new designer Niki Groom – inspired by her global travels and a lust for fashion with flare and focus on soft form. Layering is crucial with floral print button up dresses and matching cardigans. Coats are a key style for Nomads with mixed eclectic patchwork and handloom textures with embroidery. Bright graphic prints contrast to give a warm and fun look to the season.

Pachacuti will this year be celebrating 20 years of Fair Trade fashion! Recognised as a pioneer in ethical fashion Pachacuti has consistently pushed for higher ethical and environmental standards and increased traceability within the fashion supply chain.

bibico is a design-led ethical clothing company that produces beautiful, simple, charming clothes. The easy-to-wear designs feature hand-woven prints, embroidery and artfully crafted knitwear pieces that showcase the traditional skills of her producers. bibico is a rare mix of home-spun talent and contemporary style. Each garment is stitched, sewn and knitted by women who work in co-operatives that are certified by the World Fair Trade Organisation. bibico is a Fair Trade clothing company that seeks to support vulnerable communities and provide you with fashion that is conscious in more ways than one.

People Tree’s new collection is all about being British. It’s about new-traditional values and style that’s quirky but has real integrity. Hand-knitted, hand woven and organic cotton fabrics in warm brushed checks and micro-dots, using beautiful handcraft skills like embroidery and appliqué. Conversational prints and bright colours rule - inspired by the wildlife in our English back garden as well as tropical flowers from the villages and surrounding fields of our farmers and artisans in India, Bangladesh and Kenya.

Braintree Eco Fashion Fibre was founded in 1995 in Australia, with the aim of promoting hemp as an environmentally friendly alternative to cotton. It soon became one of the largest hemp clothing companies in the world. Recent introductions include lines in new eco fibre fabrics such as bamboo.

Tvach is India’s first authentic global premium organic wear brand. Tvach designs are made from 100% certified organic, skin friendly fabric; which uplifting everyday dressing to “sustainable living”.

In-depth industry knowledge will be provide at the Ethical Fashion Forum on Stand E4 Source Consultancy. The consultancy arm of the Ethical Fashion Forum will run expert surgeries at the Ethical Fashion Forum stand throughout the exhibition. These Surgeries are an opportunity for brands to access free one to one advice worth hundreds of pounds from leading sector experts. Surgery sessions will take place twice daily, between 10am-12 and 2pm-4pm.

The fair that takes place twice yearly (February - fall/winter edition and August - spring/summer edition) at London Olympia, is the home to over 1,000 contemporary and premium womenswear, young fashion, footwear and accessories brands. It London attracts over 12,000 visitors to each edition. The show also offers 6+ catwalks each day and seminar programs.
Mona Schmadl

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