The fashion landscape is set for a groundbreaking shift as the inaugural Pure London x JATC show prepares to grace Olympia London from February 11th to 13th, 2024. Breaking the mold and resurrecting menswear's presence at Olympia after a prolonged absence, this event promises an invigorating fusion of new and established menswear collections.

Juls Dawson, JATC Creative Director, heralds the return of menswear to Olympia with enthusiasm, citing the event as a platform to rejuvenate fashion retail with fresh prospects. The lineup boasts a diverse array of brands, each offering a unique take on contemporary menswear.

Among the highlights are The Wolf, seamlessly blending classic and modern aesthetics, and Remus Uomo, renowned for its sharp tailoring and understated elegance. Revolution Now injects a dash of innovation by reimagining the classic sweater, while Gianni Feraud showcases its expertise in suede and leather crafting.

Noteworthy additions include Outer known, championing environmental sustainability, and Harper & Lewis, whose unisex collection channels 90s subculture with a modern twist. VOID mode pushes the boundaries of fashion with avant-garde designs inspired by gothic and punk aesthetics.

In the accessories realm, Power play Brands offers a comprehensive selection, while Thomas Sabo dazzles with premium fashion jewelry. Ibex England presents meticulously crafted leather accessories, accompanied by Levi’S footwear and Merry People.

With over 300 curated brands, Pure London x JATC promises to be a definitive fashion extravaganza, coinciding with Scoop International at Olympia West. This convergence marks a pivotal moment in fashion history, heralding the resurgence of menswear at one of London's premier fashion destinations.