Menswear trade shows are in full swing for A/W’11 and this is dedicated menswear trade show Stitch.
Stitch are in their third year and have moved from Old Billingsgate to joined forces with young women’s fashion show, Pure Spirit at Earls Court.
Both Stitch and Pure Spirit will sit alongside and run simultaneously with Pure London at Kensington Olympia. Collectively with Pure Spirit 300+ brands will be on offer, attracting over 12,000 international buyers, along with catwalk shows, trend presentations, business seminars, DJ´s and parties, culminating in the ultimate fashion trade show experience.
The collective mix of brands to be found at Stitch is varied but our one to watch out for is Stone-Dri. Stone-Dri may be new to some people, but the brand actually began back in the 1940s, when a family of brothers trading under the name Joseph and Stone Co, created the outerwear menswear label from their factory in Manchester.
After a series of brand buy outs and reorganisations the brand became dormant in the 1960s. Fast forward 40 years and in 2010 the Stone-Dri has been resurrected by Baker Street, a Manchester based outerwear specialist, who have taken influences from the heritage of the brand and mixed it in with technical advances to create a brand suitable for the modern day man. For its first season the Stone-Dri designers have created a wide range, that has advanced qualities such as coated and waxed cottons, mixing of Italian wools and durable fabrics, but keeping the heritage of outstanding features and attention to detail that Joseph Stone and Co created back in the 1940s, yet developing it forward into a brand that is desirable to the modern day consumers’ demands in terms of quality, function and look.
The Stone-Dri man has a wide demographic but his demands are simple, he requires quality Garments that are transitional from day to night, with classic designs, consideration to added detail and shape using a palette of colours from gun metal grey to burgundy, from black to white.
Stone-Dri range will be available to view at this years A/W11 Stitch. Enjoy the show and keep your eyes peeled for our report.
Article by ManchesterFashion.com
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