The Pure London x JATC show, the London festival of fashion, will host a dedicated Sustainable destination from February 11-13, 2024. This destination will feature an array of new and emerging brands who are making a positive impact on the industry by addressing their environmental and social impact.

The Sustainable destination uses the United Nations Sustainable Development Goals (SDGs) to assess the impact of all exhibitors, who must demonstrate that they are tackling specific key issues to exhibit within the destination. This is a destination that is growing season upon season as consumers and the fashion industry become more aware of the importance of safeguarding the planet.

Some of the brands that will be joining Sustainable for the first time in February 2024 include:

Humanity Centred Designs: A Material Innovation Hub that transforms textile waste from marginalized apparel manufacturing factories into innovative recycled textile materials.

Tina Aileen: Offers ready-to-wear as well as bespoke made to measure fashion. Their dedicated approach to sustainability stems from innovative functionality and ingenious designs.

Nudea: A sustainable underwear and sleepwear brand that creates a functional and comfortable collection from natural and recycled materials.

Noema: An Irish brand showcasing considered designs made from natural and biodegradable native fabrics.

Peachaus: An Australian underwear and lifestyle brand that is passionate about beautiful, well-fitting underwear and loungewear that is humanly and environmentally responsible.

Feel Fit: A growing lifestyle brand that encompasses an award-winning range of sustainable gym and leisure wear, the first eco-powered fitness studio and store, fitness coaching programme and leisure retreats.