Pure Man has revealed the key menswear trends for SS20 and a line-up of brands, including Bench, Stetson, El Ganso, Dario Beltran and LA newcomers Oren Kash, that visitors can expect to see at the July show, from 21st – 23rd July at Olympia London.

The most exciting thing about men’s fashion right now is that it’s unpredictable. As definitions of gender and masculinity change and designer’s get more and more creative, new and unexpected shapes, patterns, colours and fabrics are making their way into the men’s fashion mainstream.


SS20 is the season of the pastel. Expect to see shades like millennial pink, neo mint and whitened yellows move across from their traditionally feminine domain, providing a subtle yet vibrant alternative to neons.


To juxtapose these summer brights, expect to see navy, burgundy and dark green bringing depth to collections, as a new alternative to black. Meanwhile, menswear core neutrals are set to get warmer, with yellow and orange undertones allowing for vibrant ensembles around these shades.



Menswear prints and patterns for the SS20 season are anything but subtle. From Hawaiian florals, to geometric digital designs, brace yourself for boldness in SS20 collections. With fashion acting as a conduit for culture, we’ll also be seeing tribal motifs, mixed with modern streetwear patterns combining for new and fresh styles.



Much like their colour counterparts, materials will be crossing the gender boundaries in SS20’s collections. Think sheer fabrics, lace and organza, much like Harry Styles’ Met Gala 2019 look.



With athleisure and streetwear still very much in style, menswear shapes are set to be slouchy for SS20. Alongside urban looks, which will remain popular within the fast fashion world, tailoring is likely to become less defined and looser, with layering becoming key.


Here are a few of the industry’s finest menswear and unisex brand set to showcase their head turning SS20 collections at Pure Man SS20.


Oren Kash

Known for pushing the norm of men’s traditional fashion, L.A. native OREN KASH launched his ostentatious ready-to-wear label in 2017. Inspired by music and dance, his unique ability to blend both with fashion results in a whimsical aesthetic. Not shying from bold colours and prints gives the growing brand a unique style. Season after season the capsule showcases casual pieces with high quality fabrications to its well- known detailed outerwear.


El Ganso

Well-dressed but informal, elegant but somewhat dishevelled, carefully unkempt is the style that characterises El Ganso, a Spanish born brand now operating 160 stores around the world.


El Ganso pieces are practical, comfortable products that never go unnoticed. A cosmopolitan look tinted with colours that range from the American preppy style to something more alternative, such as the Berlin style, and a touch of British elegance.



Founded in 1865, Stetson began when it’s founder John B. Stetson, headed west and created the hat that has become known as “the boss of the plains”. This Western style hat has become the cornerstone of the brand; the iconic “cowboy” hat that Stetson are famous for world-over. Since then, Stetson have grown their headwear offering, designing everything from their classic Western hat to trilbies, baseball caps and modern streetwear essentials.


You Don’t Want This Life

Stocked in London, LA and Toronto, You Don’t Want This Life has a global presence in three of the world’s fashion capitals. This urban streetwear brand is all about community; the You Don’t Want This Life family share a culture and mentality, valuing the hard work and creativity that make each of us individuals.



Another new brand to be added to the Pure Man SS20 line-up, Oregion are on a mission to become Hong Kong’s representative in the global fashion industry. This innovative and creative brand are all about designing high-quality men’s and women’s bags and accessories to complement modern city life. Offering a range of colours, styles and design options, there’s something for every customer in the Oregion offering.


Brave Soul

Brave Soul is the core brand of UK-based Whispering Smith, a leading manufacturer of innovative fashion clothing for all major high street stores and e-tailers across the globe.


Stocked in over 1500 stores across Europe, Brave Soul has a huge range of fashionable clothing styles that capture street styles and culture from cities all over the world including a heritage line of British clothing.


Brave Soul is owned and run by founders and brothers Rajan and Sanjay Kumar, who recognised a niche in the market for affordable trend led fashion. Owned by Whispering Smith, the family run company has years of experience and in collaboration with a team of fresh designers has developed trend led products to satisfy customers throughout the world.


Rupert & Buckley

Driven from the need to find socks in his university rowing team’s colours, James Buckley Thorp, creator of Rupert & Buckley bought a sock knitting machine to create what he needed and soon his sock business was born. Now, Rupert & Buckley has expanded its offering into apparel, creating traditional British clothing for men and women inspired by the colours and styles of the past. Staying true to their roots, they also sponsor the Oxford and Cambridge boat race each year.



Pure London and Pure Man take place at Olympia London from the 21st – 23rd July 2019. Visit www.purelondon.com for further information and highlights from the latest show. For further press information, images or to RSVP to attend please contact: Philippa Suitters at Good Results PR: philippas@goodresults.co.uk or call 0203 397 5180 / 07866 362980.



About Pure London:

Pure London is the UK’s leading trade fashion buying event, representing womenswear, menswear, footwear, accessories and young fashion. The show offers buyers from UK and international independents, multiples, department stores, e-tailers and mail order, the opportunity to discover collections launching for the season ahead, attend catwalk shows and hear from their peers and other industry experts in valuable seminars and workshops. Pure London is an ITE Group plc event.  www.purelondon.com


About ITE Group plc:

ITE Group plc was founded in 1991 and is now one of the world’s leading organisers of international exhibitions and conferences. ITE Group’s strategic vision is to create the world’s leading portfolio of content-driven, must-attend events delivering an outstanding experience and ROI for our customers. The Group recently launched its Transformation & Growth (TAG) programme, which is designed to transform the Company from a geographic-led business to a product-led business that focuses on market-leading events, wherever they are in the world. ITE strives to run the best shows and offer the best service to its customers throughout the world regardless of location. By putting exhibitors and visitors at the heart of everything we do, we plan to drive sustainable growth for our shareholders. ITE Group is a public limited company and has been listed on the main market of the London Stock Exchange since 1998.