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The newly launched womenswear edit at premium street and urbanwear trade show Jacket Required got off to a positive start, with brands reporting strong interest from buyers and generally a smooth and organic integration into the event.

A rejigged layout of Jacket Required allowed for a seamless flow around the venue, The Old Truman Brewery in London, with brands exhibiting their womenswear offer alongside their core menswear collections.

Womenswear collections on show included the likes of Armor Lux, Santa Cruz, Alpha Industries, K-Swiss, Birkenstock, Ice Play, Good News, Cuisse de Grenouille, Girls of Dust, Hype, Dickies, Wrangler and more, with feedback upbeat and positive.



“We’re celebrating 140 years as a brand this year, so we wanted to mark and communicate this to the industry, as well as show off our tweaked collections and Jacket Required is the right platform to do this. We’ve had a good response to both the menswear and the womenswear ranges and we’ve picked up some great contacts,” says Tony Rawlings, key account manager at Helly Hansen.

This was mirrored by Aron Sharpe, managing director of Options Fashion Distribution, which – among others – brought Ice Play to Jacket Required. “For us there isn’t really any other show platform out there that suits our brands like Jacket Required does. Especially on the womenswear front, other shows are pitched at different markets and target audiences, so the fact that we can show our womenswear alongside our menswear ranges is perfect. We’ve seen a number of accounts that we had hoped to see, so we’re pleased,” he says.



Over at Volcom, the vibes were equally positive. “We haven’t been super busy, but we’ve had steady interest and a good quality of enquiries, and that’s what we’re here for. It’s only the first season for womenswear at the show, so you have to be realistic about expectations, but I think as the women’s edit grows and this becomes a more established part of Jacket Required, it will become a very valuable addition to our business. The show has a very nice, relaxed atmosphere and it’s perfect to meet clients in such a laid-back environment,” says Emilie Desbottes, women’s sales and marketing manager.

Carl Ollson, co-founder of Swedish leather brand Deadwood confirms this view: “We’ve had a great response to the collection. It’s great to have a platform where we can show our men’s and women’s ranges. The venue is also cool – it’s all good,” he says.



Severin Bonnichon, co-founder of Cuisse de Grenouille concurs: “It’s been a brilliant show for us, the response to our ranges has been great and we’re connected with lots of great stores. It’s been very valuable to us to have that direct feedback from customers for both our womens and menswear collections. We’re really enjoying the show,” he says.

Jacket Required continues today at The Old Truman Brewery in London. For more information visit www.jacket-required.com.

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