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 ShowJacket Required's summer show usually suffers from the heat, but 2018 was set against the backdrop off the hottest English summer in 40 years.Jacket RequiredThe show had a new feel once again as organisers constantly strive to give brands the best exposure possibleThe 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 debutCoal headwearCoal Headwear Crep Protec's Box Pack complete with shoe cleaning essentials, laces and eraser for nubuck and suede. RRP £30Crep Protec's Steve Hancock and Lorraine SpellacyDave Whitlow (Ellis Brigham Creative Director), 1966 Agency's Fred Royle, The Riders Lounge's Lucy and Robin Waite formerly of Non Stop store in NottinghamDC's Andrew Moseley (UK Key Account Mgr). For SS19 DC continue with their 90s heritage, athletic-inspired piecesDC's Bauhaus Sport line. DC's Daybreak lineDoughnut bagsDoughnut's new bag, the DynamicDoughtnut's the MorrisEarthwellEarthwell with a slick look of Jacket Required collab flasks on their Roaster modelEarthwell's Jacket Required Roaster pieceThe Element Perspective project ‘Freditano’ featuring Pro rider Sascha Daley deck and teeElement'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 wellFjällräven's Ulvö bag and hip pack. Targetting more of a male demo with these pieces.K-Swiss making all the noiseKavu's International Sales Director Jeremy Goodman. The Pacific NW company looking to make a play in Europe. Watch this spaceLevi's underwear. New to the show for 2018 and distributed through Dobotex who also represent Puma, Tommy Hilfiger and Head.Levi's active underwearLevi's socksLevi's underwearLuke McLean's Margate gallery Kill Me Now up at Jacket Required in London for two daysLuke McLean known partly for his work for the London Fields BreweryMargate artist SprankensteinMakia's Atlantic jacket and Keel teeMakia'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 tooNodus founder, designer and director Alex BoswellNodus - #NoMoreCardclashNomad - Contemporary Scottish watch brand focusing on the detailsNomadSAXX'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 teeShiner's Pete Royston and JoeSPIV Agency's Carl Burnham with Dickies' 873 in Flamingo PinkSPIV Agency's Carl Burnham with Dickies' Wevertown bowling shirtSweet SkateboardsSweet Skateboards Sweet Skateboards The top floor remained the same layout, and now serves as the final part of the newly curated user journeyYESONLIFE - the new apparel line from Snowboard brand YES. YESONLIFE YESONLIFE - knitwear with the iconic YES. logoYESONLIFE - pocket tees, sutble branding and all looking a little ScandinavianYESONLIFE - using the Y to good effect
