Jacket Required Menswear Trade Show London Recap Summer 2018
Jacket Required returned to the Old Truman Brewery on Brick Lane in London’s East End for its summer edition from July 25-26, 2018. Action sports brands have always been a key part of the show’s DNA, but whereas before the action sports brands all congregated in one of the site’s halls, as shows have gone by these brands have upped sticks in search of differentiation and better footfall.
Show organisers have been tinkering with the layout over the past three shows, and this edition saw a total overhaul. Whereas before, visitors could head into the building and make a beeline for their preferred brands, this time around a clear path was defined, with shoulder high white walls stopping any rat runs. The new layout definitely had a feeling of IKEA to it; one way in, one way one out and visiting all the features the show determined on the way through.
Jacket Required 2018 Summer Show
Jacket Required's summer show usually suffers from the heat, but 2018 was set against the backdrop off the hottest English summer in 40 years.
The show had a new feel once again as organisers constantly strive to give brands the best exposure possible
The shows has been changing up its user journey in recent shows, and summer 2018 saw a totally curated path for buyers to follow.
The newly modelled halls are a little IKEA-like. With only one route to follow, organisers looked to give all brands a fair crack at passing trade.
New lounge area
Cafe space on the top floor
Coal headwear making their Jacket Required debut
Crep Protec's Box Pack complete with shoe cleaning essentials, laces and eraser for nubuck and suede. RRP £30
Crep Protec's Steve Hancock and Lorraine Spellacy
Dave Whitlow (Ellis Brigham Creative Director), 1966 Agency's Fred Royle, The Riders Lounge's Lucy and Robin Waite formerly of Non Stop store in Nottingham
DC's Andrew Moseley (UK Key Account Mgr). For SS19 DC continue with their 90s heritage, athletic-inspired pieces
DC's Bauhaus Sport line.
DC's Daybreak line
Doughnut's new bag, the Dynamic
Doughtnut's the Morris
Earthwell with a slick look of Jacket Required collab flasks on their Roaster model
Earthwell's Jacket Required Roaster piece
The Element Perspective project ‘Freditano’ featuring Pro rider Sascha Daley deck and tee
Element's Griffin Studio's collab. Here's the camo Abstract jacket
Fjällräven's Greenland jacket. Not new for 19, but updated for 2018 and the modificaitons have sold well
Fjällräven's Ulvö bag and hip pack. Targetting more of a male demo with these pieces.
K-Swiss making all the noise
Kavu's International Sales Director Jeremy Goodman. The Pacific NW company looking to make a play in Europe. Watch this space
Levi's underwear. New to the show for 2018 and distributed through Dobotex who also represent Puma, Tommy Hilfiger and Head.
Levi's active underwear
Luke McLean's Margate gallery Kill Me Now up at Jacket Required in London for two days
Luke McLean known partly for his work for the London Fields Brewery
Margate artist Sprankenstein
Makia's Atlantic jacket and Keel tee
Makia's UK distributor The Rolling People's Stu Titmus frantically catching up on emails
Nodus - SW England-based Nodus. "Clever carry goods". Currently stocking iPhone cases, anti-card-clash wallets and iPad sleevs, but shortly moving into bags too
Nodus founder, designer and director Alex Boswell
Nodus - #NoMoreCardclash
Nomad - Contemporary Scottish watch brand focusing on the details
SAXX's lineup looking storng with new Cannonball trunks on the right taking the liner from the Quest pant and the models showing the Volt and the Vibe.
Shiner's Joe Bourne with Santa Cruz's glow in the dark NATAS hoodie and Skate Is Dead tee
Shiner's Pete Royston and Joe
SPIV Agency's Carl Burnham with Dickies' 873 in Flamingo Pink
SPIV Agency's Carl Burnham with Dickies' Wevertown bowling shirt
The top floor remained the same layout, and now serves as the final part of the newly curated user journey
YESONLIFE - the new apparel line from Snowboard brand YES.
YESONLIFE - knitwear with the iconic YES. logo
YESONLIFE - pocket tees, sutble branding and all looking a little Scandinavian
YESONLIFE - using the Y to good effect