Sustainable spotlight: Pure London X JATC showcases brands making a difference


Pure London x JATC

Pure London x JATC, taking place at Olympia Events from 14th to 16th July 2024, will see the return of the dedicated Sustainable destination. Buyers will discover a carefully curated selection of new and emerging brands that are making a positive impact on the industry by addressing their environmental and social impact.

Pure London x JATC
Pure London x JATC

Sustainable Destination

The Sustainable Destination uses the United Nations Sustainable Development Goals (SDGs) to assess the impact of all exhibitors, who must demonstrate that they are tackling specific key issues to exhibit within the destination. Sustainable will continue to raise the profile of ethical and sustainable fashion across the entire event, helping to lower the industry’s carbon footprint and invest in a better future. Spread across the show, buyers and retailers can find collections of shoes, accessories, womenswear, and jewelry.

Statement from the Event Director

Gloria Sandrucci, Event Director, says, “We are thrilled to host the Sustainable Destination at Pure London x JATC again this year. Our goal is to shine a spotlight on brands that are leading the way in ethical and sustainable fashion and to inspire others in the industry to follow suit. The dedication and innovation shown by our exhibitors are truly remarkable, and we are proud to provide a platform that supports and celebrates their efforts.”

Featured Brands


UK-based ethical brand BIBICO prioritizes natural fabrics such as mulesing-free wool and cotton, making clothes that last, the brand offers a range of compassionately produced clothing in sustainable fabrics, and fair trade processes to create collections of classic, timeless designs that customers will want to wear again and again.



Reinventing traditional Indian textiles, sustainable brand Nesavaali fuses ethnic style with Western fashion, creating a contemporary design signature. In 2018, designer Shangami Muthumani created the label and is committed to empowering rural women by providing them with stable incomes and a platform to showcase their exceptional skills. With well-tailored, structured silhouettes, the collection includes dresses, coordinated sets, skirts, and tops, all meticulously crafted using the most luxurious fabrics and materials.

Pink Lemons

Pink Lemons is a fashion and accessory brand creating collections that preserve the old crafts and skills passed down from generation to generation. Creating hand block print and hand screen print with natural dyes and organic cotton fabrics, the clothing celebrates India’s rich craft skills, while Nila Rubia’s designs are created in Brighton and ethically and sustainably made in her own family workshop in Rajasthan, India. Her love of working with talented artisans and using a fusion of inspirational textile techniques such as Hand Block Printing, Shibori Hand Tie-Dyeing, and Jacquard Woven Wool, results in collections of maxi dresses, tunics, and kaftans.

Blonde young woman in elegant green dress.
Blonde young woman in elegant green dress. Girl posing at studio. Jewelry and hairstyle. Fashion photo

Sharné Dean

Sharné Dean is a brand rooted in sustainability, making conscious choices from the very beginning to align with today’s environmental climate. As a womenswear brand, it welcomes all women and strives to meet their diverse needs. Sharné Dean is meticulously curated with precision and attention to detail, from the length and curves to their signature openbacks of various shapes. The current collection features versatile jumpsuits suitable for any occasion and can be dressed up, dressed down, or worn as is, offering flexibility and style for every woman.


Accessory brand BUFF® will be showing a range of tubular scarves. Popular with outdoor enthusiasts because of its versatility, the tubular has multiple uses and can be worn as a scarf, bandanna, headband, hat, facemask, or wristband. Using recycled fibers is part of their commitment towards a more sustainable future, and by taking advantage of revolutionary technology, their products are produced using recycled materials such as plastic bottles.

Other brands not to be missed include Oh Kimono, Sokolata, Stryte, The Fika Edit, and UP.

Bhargav Pathak
Bhargav Pathak
With a passion for the textile, apparel, and fashion industry, I embarked on a journey fueled by education from NIFT Gandhinagar and affiliation with NDBI at NID Ahmedabad. Since 2006, I've contributed to various corporate ventures, specializing in B2B, B2C, SaaS, and AI products within the textile domain. In July 2023, I launched, a knowledge hub offering the latest news, articles, and soon-to-come features like interviews and a trade fair calendar. Grateful for the growing community, we've recently introduced a Business Directory for enhanced visibility. Join us on LinkedIn and stay connected with the ever-evolving textile landscape!

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