Jacket Required unveils premium focus with experiential edge

By

Sandra Halliday

Published
Dec 18, 2019

Contemporary menswear and streetwear show Jacket Required is revamping for its next edition in January with a focus on a more premium positioning, experiences and sustainability.

The changes to the event, which takes place on January 22 and 23 at London’s Old Truman Brewery, are being described as a “re-edit” and include an updated layout containing a skate ramp installation, and a “new premium show build”, plus the kind of general sustainability focus that's happening across the industry.

The show will feature a number of new brands such as Snowman New York, Hedon, Bjanko Milano, On Running, and Alexridolfi. Other major labels showing will include Aigle, Pantherella, R.M.Williams, Suit Denmark, Fjallraven, Didriksons, Cheaney Shoes, Blundstone, Secrid, Lois Jeans, Toms, Kangol and more.

Replicating the experiences focus that we’re seeing in retail, the show will benefit from “an experiential buzz” via the installation of the Santa Cruz Skate Ramp that will offer live demonstrations from the brand's skate team. Santa Cruz will also be presenting its AW20 collection alongside streetwear brands Arbor, Powell Peralta, Straye Footwear, Body Glove, Impala and R8GZ. 

And with sustainability to the fore, the event will showcase the debut collection from new label Universal Change Makers (UCM).

Event Director Adam Gough said the AW20 show “will differentiate itself with a high-quality streamlined premium, streetwear and sustainability offering of brands. The show build is shifting to premium full-height white walling, and the revamped layout has been designed to present visitors with an inspiring and stimulating buying environment. The Santa Cruz skate ramp installation and live DJs aim to elevate the whole Jacket Required experience.”