Fuelled by market growth, Pure London will install a dedicated entrance for menswear spin-off show Pure Man at its February 2018 edition.

Since launching in 2016, it has experienced rapid growth and is expected to showcase over 100 new and existing menswear brands offering classic to cutting edge collections, sportswear and accessories.

Co-located at Pure London and new sourcing event Pure Origin, Pure Man serves the growing demand for menswear – with the market set to grow by 30 per cent to £15 billion by 2021. Featuring mid to high-end brands, it has been attracting increasing numbers of buyers since it was introduced at Pure London. Up to 70 per cent of its exhibitors are new or exclusive to the show – offering a great buying opportunity for UK indies.

Adam Gough, head of menswear, comments: “Menswear is definitely having a moment and all the indicators are showing exponential growth. We are really excited to have our own dedicated entrance this season and visitors will be welcomed by a host of exciting international and UK brands. We have plenty of Pure Man exclusives too that I’m sure will excite buyers looking for something fresh.”

Pure Man will take place on 11-13 February at Olympia alongside Pure London and Pure Origin. To find out more visit, www.purelondon.com