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Pure London

Pure London

Last week Lawfully Chic went along to the UK’s favourite fashion buying event, PURE, at London Olympia to scout out some Spring/Summer 2013 collections, see who was selling what and, more importantly, find out which brands were appealing to our consciences as much as our wallets.

Each season over 13,000 buyers attend from more than 70 countries. This year was as busy as ever, with the exhibition centre brimming with talent, tempting buyers with an eclectic mix of contemporary, directional and premium womenswear, young fashion, footwear and accessory brands, all under one roof.

‘Elena’, Koenig Leatherwear’s vegetable leather jacket

A few brands that caught our attention were leather specialist Koenig Leatherwear, who showcased their latest collection, Trapper Queens. This includes a wide variety of silhouettes from short jackets and blazer variations, waistcoats, blousons and biker jackets to interesting interpretations of the trench coat, frock coat and parka. However, it was ‘Elena’ that particularly interested us: a cropped vegetable leather jacket, the long manufacturing process of which uses pure vegetable lye (tree bark) rather than its chemical counterpart, chrome.

Asquith London’s bamboo and organic cotton yoga / casual clothing range

For super comfortable, casual clothing that sits as easily on your conscience as it does on your hips, try Asquith of London. Their range of yogi-lifestyle wear uses the softest, breathable, chemical-free fabrics that feel fabulous against your skin, alongside carefully monitored production methods, allowing the wearer to buy ethically without sacrificing quality, style and design.

Another fashion lifestyle brand doing great things at PURE was Komodo, whose S/S 2013 footwear range combines easy-wear with sustainable fabric and design. For every two pairs of shoes, Komodo saves another old tyre from a landfill or bonfire by recycling them into soles. We think their collection merits a full blog soon so watch this space…

Komodo’s new sustainable collection

The next PURE London event is 10-12th February 2013.

www.purelondon.com