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.




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