Athleisure lands at Pure London

PURE London has announced the launch of a dedicated Athleisure section for February 2017, as the global demand for fashionable active wear continues to soar.

Athleisure debuts with a major line up of brands which will provide a fresh and exciting addition to Pure’s wider fashion showcase, offering the latest styles in sportswear, active wear, yoga wear, swimwear and underwear from a selection of international and emerging brands.

A stylish and versatile crossover between loungewear and sportswear, athleisure focuses on function, fashion and fit, filling a gap in the market for office-to-gym wear.

Thought initially of as a temporary trend, athleisure has proven its staying power with sales growing by 42 per cent over the past seven years, now standing at a staggering £7bn market in the UK alone.

Martin Hudson, managing director for Danish brand, PureLime, said: “Athleisure has grown and grown to the stage where it is no longer a trend but a mainstay, as more of us in the UK become both health conscious whilst wanting to look good and feel comfortable in what we wear.”

PureLime’s effortlessly cool collection includes easy-to-wear staples in a range of natural fabrics with a muted, earthy colour palette.

For the Scandinavian brand, high-quality, super-soft athleisure is a ‘lifestyle’ and not just a ‘look’, with their wardrobe essentials suited to both social and sports activities.

Transitional loungewear will also be on offer from ELLE Sports, whose range of cover-ups, loose-fitting tops, luxe hoodies and sweatpants provide the perfect add-on items for retailers.

As the world’s biggest selling fashion magazine, ELLE will further demonstrate its international authority on style with a fresh approach to contemporary activewear.

Bright colours and playful prints lead the way for Miss Runner, with durable fabrics, feminine designs and flattering cuts used across their collection to create maximum comfort during motion.

Long-lasting design and quality is also integral to Bohemian Elephant’s collection; the new ethical brand uses bold, authentic prints and bohemian-inspired textures to represent its influences from around the globe.

Launched in 2015 and built on a desire to explore, discover and travel, Dock & Bay will bring their active and beach towel ranges to Pure London for the first time, with a whole host of new product lines to be unveiled at the show.

The brand continues to reinvent and innovate the everyday towel, and February will see the introduction of their quick-drying, lightweight and compact ‘round towels’.

Andy Jefferies, Founder of Dock & Bay, said: “From the start, Dock & Bay has been a very e-commerce focused business, allowing us to grow at pace and move into eight markets across the world.

“This is set to be our first trade fair season in the UK as we push into new channels and Pure is a very exciting place to be kicking it all off. Fitting straight in with the established and emerging fashion brands from around Europe, Pure offers a full package, from the catwalk shows they run to the inspirational seminars, and we can’t wait to be a part of it.”

Other brands set to exhibit within Athleisure include: Bjorn Borg, Jilla Active, Sports FX, Frikalish London and Freddy.

The next edition of Pure London will take place from February 12-14 at London Olympia.

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