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.