New and returning brands sign up for Olympia’s first unified Pure London x JATC  

The inaugural Pure London x JATC will unveil an exciting line-up of new and returning brands, say organisers.

Taking place as one unified event for the first time this February, buyers can expect “an inspirational line-up” of over 300 collections across womenswear, footwear, jewellery, menswear and sustainable.

Brave + True

This season the show has joined forces with ICEX Spain Export and Investment, FEDECON, the Spanish Federation of Clothing Companies and FICE to present a myriad of Spanish fashion brands. A range of Australian labels, meanwhile, have also signed up for the show including popular womenswear brand The Brave + True. They will be joined by numerous returning exhibitors such as GWD, Jayley, Onjenu, Louche, Religion Clothing, La Fée Maraboutée, Humility, Leo and Ugo, King Louie, Access Fashion, Goose Island and Chalk.


There will be a showcase of jewellery collections in Olympia’s upstairs Gallery space while the show’s Pop and Sustainable destinations will also be bigger than last season.  

Finally, JATC’s enlarged menswear destination will span the full spectrum of subcategories to showcase brands exhibiting formal, smart, sport, denim, skate, surf, swim, lifestyle to heritage. 

The first edition of Pure London x JATC takes place at Olympia London from 11-13 February; for more information visit