Despite record-breaking temperatures outside, Jacket Required, UK’s only contemporary menswear and street wear trade exhibition, recently welcomed leading buyers from award-winning indies Psyche and Albion Stores as well as Good hood London, ASOS, Topman, John Lewis, Aria, Idle Man, JD Sports, Office, Amazon Fashion and others at Old Truman Brewery London. “It’s a really exciting time at the moment and it’s great to come to events like Jacket required where you can meet lots of brands that you might not have heard of,” said Luke Williams, buying assistant at John Lewis in a press release by Jacket Required. “It’s always nice to come and meet people in the industry and it’s such a social thing to do. It was great to see all the stands and be inspired. The talks were very good as well – sustainability is something that I’m really interested in, especially as our customers are asking for it more and more,” said Ash Bellis, menswear buyer at Manière De Voir. Offering an edited international line-up of contemporary menswear, breakthrough talent, selected womenswear, footwear, accessories and lifestyle products, Jacket Required provided a platform for brands including Tretorn, Oliver Sweeney, Peregrine, Guess, Religion, Kangol, Lefrik, Hymn, R.M. Williams, Glacial, Yogi Footwear, Lacoste, TOMS, Teva, Hartford, Fj?llr?ven, Santa Cruz Skateboards, Powell Peralta, hummel, Izipizi, Secrid, Cheaney, and Chrome Industries to showcase their new SS20 collections. Joining the Jacket Required community for the first time were pioneering backpack brand Osprey Europe, Consigned, Ellesse, Gode, Voited, Afends, Passenger Clothing, From the First, and Orbit Keys. “We come to Jacket because it’s the only show of its kind and it works for us. Great buyers come here and we’ve opened up new accounts,” said Måns Henrik Uhrweder, export sales manager, Tretorn. “Jacket is a great opportunity to meet existing customers to showcase our newest collections, and potential customers. The location and vibes are brilliant,” said Alex Stokes, retail marketing manager, Toms. “This is our second year; it makes sense coming so we get our brand recognised. We’ve met a lot of the higher up people at brands like ASOS. It’s a great location and we are really picking up momentum as a brand nowm,” said Stephen McKiernan, country sales manager, Hummel. Sustainability and zero waste collections were prominent across the show including Peregrine who launched its fully traceable, sustainable, zero waste, 18 gauge knitted range of tops, all Made in England too. Sustainability and authenticity topped the agenda during the show’s ‘Discussion Required’ content sessions which provided data insights from Mallzee Insights, and brought together Tretorn, Lefrik and Howies to discuss ‘Doing business the right way – how brands are successfully doing no harm’. Zak Avery from Ethically Woven then moderated a panel with Scott Fraser Collection, Nima, and Favour Up on being authentically sustainable. “This season has been a transitional season, the new team and I have an exciting strategy for the show’s future. We will be back at the Truman Brewery next season where we will better utilise the amazing space. The brand edit will be tighter, and the content will be unrivalled. Look out for information on a few new projects we will be incorporating into the show next season, Jacket Required 20,” said Adam Gough, event director at Jacket Required.
