UK fashion tradeshow Pure London was held July 24 to 26, 2016. Over 700 brands showcased their collections.

The number of brands from abroad and the variety of brands on show was one of the striking things about Pure, and this year there were a number of Swedish brands. WeSC was at Pure for the first time to show its new women’s wear collection by designer Carin Wester.

Shanghai-based brand Cubic's stall was one of the busiest at the fair. That was the brand’s second time here. Cubic hadn't yet noticed any effect from the Brexit vote.

Beyond Retro was showing at Pure for the second time. It had buyers coming back from last year. Swedish denim brand Cheap Monday was at Pure for the first time and the brand signed some new accounts. Both Cheap Monday and Nottingham-based menswear brand Lizard King were yet to see any effect from the Brexit vote. Lizard King mainly has UK buyers. WeSC is keeping its prices stable for retailers.

London-based brands Collectif and Beyond Retro both took the opportunity to use Pure as a showroom and set up plenty of buyer meetings. Fifty per cent of Collectif’s orders come from existing customers, but it picked up new ones too. The brand has Korean and US buyers.