Written by Peter Brooker in Events on the 1st March 2017

Trade show Pure London closed its doors on a strong autumn edition this week as enthusiastic visitors sought out the latest collections in womenswear, menswear, footwear, accessories and athleisurewear – a new sector for 2017. The show boasted a global offering and second-to-none seminar content, championing new feature areas, new brands and a new look under the season’s trend-led, immersive theme: Saturated Soul. The growing menswear sector, Pure Man, closed on a successful fourth edition, welcoming collections for short and forward order from over 150 brands. The sector has expanded threefold since its inception last year, with exhibitors praising its fresh, evolved edit. We've highlighted our top five from the event.

Satanic Mill 

Known for their garish and evocative designs, Satanic Mill are certainly a brand that you can't help but gravitate towards. This year they showed off their dazzling SS17 collections - expressing a variety of themes ranging from nuclear proliferation to the threat of government tyranny. This season they have introduced a polo range with intricately embroidered patterns in the button plackets. The patterns are eponymously named and influenced by famous artists and movements such as Cubism and Gogh. Satanic Mill single handily painted the walls of Olympia with their vibrant designs. A wonderful breath of escapist sartorialism. "We don’t follow fashion, and we certainly don’t go with this season’s stripes or polka dots. We strive for bold, original patterns inspired by the world around us. More than anything though, we demand just one thing of ourselves, that our clothing is truly original." - Satanic Mill.

Dedicated 

Stockholm based lifestyle brand Dedicated was founded by a group of individuals, all with backgrounds in various subcultures such as street art, boardsports and music. The Dedicated name is a homage to all those who have set their minds on being able to live from their passion for their craft – weather it’s design, music, art, sports etc. – “Talent means nothing without dedication and ambition”. The garments and accessories they produce are interpretations of pop cultural influences. In addition to their own creative efforts they also benefit from their creative community – a growing network of designers from all over the world. They're constantly on a lookout for new graphical talents so if you're interested get in touch with Johan - he was one of the most approachable dudes on the floor that day.

Aristides Vanis 

Yes, the man who has a collaboration with the Laughing Cow under his belt. Aristides Vanis has a colourful menswear collection expressing his love for caricature inspired by the movie 'The Party' Directed by Blake Edwards. It's fun, it's all about fun. Aristides Vanis reminds us that we're here for a good time, not a long time. Or something like that.

Monkee Genes 

Yes, I know, how incredibly predictable Pete. Honestly, I don't own shares, I just love the brand and the guys at Monkee Genes are always good fun to hang around with. I think they even had pizza delivered to their stand. Rock n roll. Phil (the founder) can chew your ear off for hours about anything but he knows his onions when it comes to ethically produced denim. In today's fragile environment Monkee Genes is the independent label to watch - they're on trend, affordable and have an eco and ethical conscience.

Morrows 

Start the day as you mean to go on, put on some decent socks (Socks second, pants first. Reversing that order is just weird). Morrows is a sock company that has been going for over 100 years. In 1912 Albert Morrow opened his first shop, in 2011 Philip Morrow re-established his great-grandfather's business. Although these are different times, Philip is intent on maintaining those same standards of quality and customer service. Morrow's, if you're reading this, why don't you release an advert and use the song from the film Annie, 'Morrow, Morrow, we love ya, Morrow, we're only a phone call away!'

The next edition of Pure London will take place from 23-25 July 2017. For more information and to view highlights from the February event, visit: purelondon.com

We feature Satanic Mill, Dedicated Brand, Aristides Vanis, Monkee Genes and Morrows in this guide to 5 Standout Brands from Pure London 2017.