Jacket Required returned to the Old Truman Brewery on Brick Lane in London’s East End to showcase SS18 men’s, and for the first time, women’s streetwear and accessories. Report & images by Harry Mitchell Thompson.
Beer time a plenty
Organisers implemented a new layout this time round, which led visitors on a curated path from start to finish with no options for deviating as before. A little Ikea-like some commented, and this saw the usual action sports hall lose a corner to bar space and after Hectic brands (Stance & Poler Stuff) switched into the main hall last time round, Sole Tech brands (éS, Etnies and Emerica) followed suit on their return to the show, along with Santa Cruz, Happy Socks and start up The Cords + Co.
The show had fewer numbers from the action sports industry, but the general feeling from exhibitors towards their visitors was one of ‘quality over quantity’, with visitors having already done their research and not simply stopping off on a whim. Some exhibitors opened new doors with the show, but the majority of brands asked use the show as a chance to see existing accounts and tell their marketing stories.
The first morning started slowly, but by the end of day one, the main hall was packed with buyers, exhibitors, press and others drinking beers and chatting. The show has firmly cemented its spot on the UK streetwear calendar, and is heavily attended by key streetwear buyers and a considerable number of personnel from European action sports brands, even those not exhibiting at the show.
Cool By The Pool's Mark Blackman with Poler Outdoor Stuff's Camera Cooler and Furry Heat Nylon Floppy capElement launching 'Heat Stories', six injections for January-June to five fresshness to retailers. Here's January's U R What U Eat collection hoody.Element - the Commit Or Quit injection for AprilGlobe's Josh Barrow with the Dion Liner tee and the Los Angered II from the Plus/Plus collectionHappy Socks business going strongHappy Socks present boxes a key featureNixon's Ambassador hybrid smart watch. Automatically adjusts to timezone, custom vibrations for different callers, directions etc. A smart watch that looks like a dress watchNixon's Daily Driver collection, with Horween Leather, a Chicago tannery dating back to 1905.No Snow, No Show. Man about town, Sam Nelson, Method Mag/The Riders Lounge's Will Radula-Scott & Surfdome's Snowboard Buyer, Tobias AnderssonQuik/DC's Ed Martin & Jennifer Herren with the DC Bah Way block top and Syntax shoe both from the 94 CollectionQuik/DC's Jennifer Herren & Ed Martin with Quiksilver's Mad Wax collection. The Ghetto Session tee and Wave Slide jumper.Shiner's Joe Bourne showing Santa Cruz's Dressen pup teeShiner's Joe Bourne showing Santa Cruz's Natas Evil Cat 2 teeSole Tech's Garry Woodward showing Emerica's Reynolds first vulc-free shoe and vegan slip-on Wino G6Sole Tech's Dave Cridland with the Morana shoe in Chris Joslin Colourway and Michelin rubber partnership and the Scout XT.Sole Tech's Garry Woodward showing éS' Swift 1.5 Shoe and the Square Free SPIV Agency's Carl Burnham showing Dickies first ever female collection. Here's the Summerfield jacketSPIV Agency's Carl Burnham with Dickies' 873 bleached out denim pantStance out in force once again at Jacket Required. New for SS18, they roll over their skin nourishing Butter Blend from underwear to socks for silky smooth foot feel. Stance KidsStance's Street Fighter collab Danner - the Danner Light, the first boot to use Gore-Tex in its liner, since back in 1978. Also shown is the Jag boot.The Cords + Co capitalising on the cord market. Fascinating facts behind cord - surfed in in the 70s, used to clad Henry Ford's cars, material dates back to 400AD. Swedish company Cord + Co about to roll out stores in all major cities. Wes Trouser.The Cords + Co - The way to measure cords is in Wales. Number of wales per inch = the number of cord, up to 22.The Cords + Co Seth palm tree teeVolcom's Kris Wooten all hands with the Ryan Burch collection. Beer time a plentyBeer time at the end of day one providing plenty of lubrication for chatterAll change for Summer 2017 Jacket Required. Same entrance, but this time a little Ikea-esque - you have one path from start to finish. No more getting lost. Some action sports brands migrated to main hall with some opting to stay put.
