LondonEdge is the only London based trade show that focuses on the alternate, showcasing brands whose aesthetics are based around various subcultures yet with a commerciality, ensuring that there is something for everyone who attends.
LondonEdge was founded in 2000, by Carole Hunter and Sandra Phillipson. It is the only trade show that is exclusively for sub-culture based brands. The show takes place twice a year at the Business Design Centre in Islington with over 250 exhibitors taking part. Alongside the exhibitors, there was also a catwalk show that took place multiple times during the two days, displaying many of the collections, and a stylist edit at the end piecing together key items from the brands in a showcase finale.
There was the opportunity to listen to some of the most influential figures within the industry at the guest seminars, including the likes of Kate Beavis who is a vintage lifestyle expert, discussing the importance of social media within the industry and how brands can utilise it to their advantage. Another seminar was delivered by Fiona Cartledge who owned the iconic London based store Sign of the Times in the 90’s. Fiona discussed how youth culture has changed over time, comparing the differences between the nineties and the present day.
At LondonEdge there was a wide variety of brands showing, including some long-time established names alongside some up-and-coming brands who displayed their work for the first time. The Trendstop team have chosen three key brands that we spotted at the show.
Key Footwear & Accessories Brands
The Alkonost is a London based brand founded by Kimberley Dawn Ellison that produces unisex jewellery inspired by the delicate anatomical figures of birds and other creatures. All of the pieces are carefully crafted by Kimberley and come in both silver and gold options.
Bettie Page bags by Lola Ramona
Bettie Page showcased a range of bags licensed by the accessories brand Lola Ramona. The designs encapsulate the iconic 1950’s pin-up look. Within the SS18 collection they featured more contemporary shapes, with the introduction of modernised silhouettes still featuring the key design details which the brand is renowned for.
Steelground is a footwear brand based in Portugal. They have many sub-culture inspired references that inspire their designs such as the likes of Rocker, Punk, Mod and Goth. On display at LondonEdge was their latest collaboration with another exhibitor, Alchemy. Alchemy is a British based brand that started in 1977 that creates Rock and Goth inspired jewellery and lifestyle products.
Key Apparel Brands
Kreepsville 666 is a US based brand specialising in alternative apparel and accessories. A Gothic inspired influence runs throughout the collections. Licensed pieces feature alongside the brands mainline range.
Elements Rainwear is a British outerwear brand focusing on rainproof apparel and accessories with a modern aesthetic. The pieces are produced at the factory and on the same equipment where the Marks Bros of Ardwick raincoats were produced, giving a great sense of quality and authenticity to the pieces. Their lightweight metallic waterproof validates our festival key trend Flyweight Nylons.
Anchor and Rose
Anchor and Rose is British brand started by Harry Styczynski during his first year at university, the brand has since continued to flourish and is now into its fourth year of production. Intricate sketches that Harry creates are then printed onto the jersey basics and outerwear pieces.
This trade show stands out from the crowd with its offering of diverse brands, the celebration of all sub-cultures and the cutting-edge design styles that are on offer.