Trends & Features

Front Runners: Martin Hudson, MD of PureLime UK and Ireland

When did you get into the sports trade?
I was born in Cumbria, so my first love was always Carlisle United. My dream job would have been to play number nine for them – sadly, I was nowhere near good enough. After moving back to the area from London in the mid-1990s, I became the club’s sales and marketing director – commercial manager in old money – which was the next best thing. Well, sort of.

Having a fashion background, I identified that merchandise was the way to quickly make a difference, so we soon created our own Red Fox label, made our own replica shirts and started wholesaling to local sports shops and the like. Merchandise turnover went through the roof and I was hooked.

Biggest sporting highlight?
Carlisle United has provided so many highlights – and even more lowlights – but perhaps the biggest for me personally was when we reached a Wembley final for the first time. Lunch under the twin towers with other club officials and dignitaries was all well and good, but the real thrill was being taken on a personal guided tour, including onto the famous Wembley turf, by David Dent, secretary of the Football League at the time, and a huge Carlisle fan. Happy memories.

Who’s been the biggest influence on your career?
After leaving university in London, I’d no real idea of what I wanted to do. Through family and friends, I was introduced to Tanya Sarne: she’s one of those larger than life characters who had a big influence on me and my career. Tanya was in the process of setting up a women’s designer clothing label, I went to assist ‘for a couple of weeks’, but ended up helping to create fashion label Ghost, which did extremely well. I ended up staying as a director for 10 years, before children came along and my partner Jenny and I decided to head back to Cumbria for the good life.

Can you tell us about PureLime?
It’s a Danish active wear label that was created in 1995 with a simple mission: to produce feminine, functional, fashionable women’s active wear with a perfect fit. From humble beginnings – the original offices were in a backyard above a sheet metal workshop in Østerbro, Copenhagen – the company has grown rapidly and our garments are now sold worldwide.

We use pure, crisp, innovative Scandinavian design in modern technical fabrics to create outstanding garments. Our collections now cover all areas of women’s active wear, from fitness through tennis to leisure wear, running, cycling, dance, yoga and sports bras, plus our unique seamless baselayer, shoes and accessories ranges.

As well as our clean design, great fit and practicality, all our garments are made from top quality highly technical performance fabrics. We never deviate from the high standards that have been fundamental to PureLime since the company’s formation and which we believe to be one of the major reasons for our success.

Who are PureLime garments aimed at?
They’re for today’s modern woman. A woman with a dynamic lifestyle who is cosmopolitan, feminine, confident, demanding, fashionable, sophisticated, in touch with her senses and interested in her own well-being. Above all, a woman who is individual and does not want to be like everyone else by following the crowd wearing the ubiquitous brands that are seen everywhere.

Can you tell us about PureLime’s S/S 2015 seasonal range?
In today’s busy world, there is a far greater fusion between fashion and sports and leisure wear, so for spring/summer 2015 we’ve developed the concept of the 24/7 woman with the emphasis on having fashionable, sporty garments that perform technically and make you look good, whether you’re exercising or simply relaxing at a café with friends.

Our fabrics are light, soft and smooth with a technical touch and designed to be layered. Available in all the on trend colours and the season’s must have prints, our SS15 collection is sure to make the PureLime woman stand out from the crowd.

For more information about the PureLime range call Martin Hudson on 01697 742 711 or email

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