Ariadna Villalta on behalf of IVACE said: “Spanish shoe brands from the Valencia region are prestigious and recognized worldwide for their craftsmanship, natural materials, quality and generations of artisans. There is an amazing connection between Spain and the UK countries and the Spanish footwear offering is well known for its high quality, great design and comfort.

“Back to ‘normal’ life, with weddings, parties, awareness of environmental issues, shoe designers and manufacturers in Spain have an excellent offer for the UK market. Shoes in Spain are handcrafted through a circular economy that offers the perfect combination for consumers. Brands exhibiting at Pure London have been selected for their applicability to the UK and international markets, with the aim of providing visibility and exposure to footwear collections from this region. We are thrilled to be partnering with Pure London in the world’s most vibrant fashion capital.”

Chie Mihara’s goal when designing shoes is to create styles that are feminine, fun, and truly comfortable. Each shoe features an anatomical footbed that Chie has designed specifically to accommodate the female foot. She draws on aspects of her multicultural background when creating her collections: Brazil shows the feminine side; Japan influences her design techniques; USA contributes to practicality and comfort; and Spain is the source of high quality shoe manufacturing. Chie wants women to connect with her shoes visually and emotionally, while she takes care of the practical side with particular attention to comfort and craftsmanship.

Drawing on vintage influences ranging from 1930s femininity to 1980s energy, Chie began taking details from the past and reworking them to reflect contemporary aesthetics and modern fashion. Today, Chie Mihara has over 800 clients worldwide, including luxury department stores, the most avant-garde concept stores and top fashion and footwear retailers.

Lola Cruz combines trend-led designs with the essence and values ​​of her origins. Lola Cruz does not create shoes based on the needs of today’s woman, but based on her desires. Creations that inspire authenticity, evolution, freedom and femininity. Each of the designs is special and unique, each featuring a detail such as a buckle, rivet or heel made of an exclusive material that makes them different.

Pedro Miralles emerged with the goal of providing quality women’s shoes, handcrafted in Spain, with designs as carefully crafted as they are elegant. The brand’s production combines traditional techniques with innovative production processes; in short, “slow fashion Made In Spain”. Unique designs and materials create elegant, comfortable and high quality collections. Pedro Miralles maintains his identity every season, always following the latest trends but staying true to his style and values.

Slowwalk is an urban brand aimed at young-spirited consumers who demand quality, attractive and comfortable products to wear throughout their day. Adapting the classic shoe design to its own fresh and very natural style, Slowwalk offers a casual and sporty touch with an emphasis on the color green – a major part of Slowwalk’s soul as a way to unify the different models in the collections and identify the brand.

Wonders shoes are produced in the factories in Elche (Spain), a city with great traditions in shoe production. The design team works to incorporate the latest technology and fashion trends into their collections while offering comfort, plush leathers and soft interiors. Lightweight soles with Wondersfly™ technology or memory gel insoles are combined with strict craftsmanship and quality control. Sustainability is integrated into every decision made and at every stage of production, including water-based adhesives, soles made from recycled materials, sustainable leathers, recycled packaging and renewable energy sources.

Designed to help reduce the problem of plastic bottle pollution, Mercredy use bottles harvested from the ocean to make the fabric for their range of eco-friendly slippers and trainers. Using local Spanish factories, all strongly committed to reducing the environmental impact of shoe production, Mercredy also uses traditional techniques and handmade processes.

Established 30 years ago, Brenda Zaro offers a wide range of women’s day and evening shoe styles, manufactured in factories in Elda. Its design is made for comfort, made of the highest quality leathers and includes full memory foam and shock-absorbing insoles and a flexible anti-slip sole.

Magrit is a Spanish brand with a long tradition in the production of women’s shoes. Since 1929, quality has been its primary goal – achieved with more than 100 expert hands that produce each pair of shoes. Magrit shoes are enjoyed by women on 5 continents.

The design and elegance imparted by luxurious materials, quality in manufacturing and masterful workmanship result in women’s shoes that stand out and bring pleasure for hours.


July 2022 edition

Pure London’s post-pandemic comeback has been positive thanks to the organisation’s great willingness to provide tools, help, visibility and support to exhibiting brands.

With a calling for continuity and consolidation, the organization is involved in obtaining as much information as possible for the press and buyers of the visiting companies.

Buyers who are still price sensitive, buyers who appreciate quality, buyers who are looking for sustainable offers. These are the main characteristics of the visitor.

Scoop, where Chie Mihara participated with her own booth, had profitable reviews and restored contacts that were lost over time.

Distance seems to have served to bring people, brands and contacts closer together. Supply with demand. Media and brands.

The reduction of retailers after months and months of Covid and restrictions on consumption and leisure is also evident.

Fairs short, flexible, flexible, affordable… a mix that seems to be returning with a recycled formula that will allow online and offline retailers to find an offer that brands are getting closer to the consumer, brands that, like companies from the region of Valencia, offer quality and trend at competitive prices and with close production.

Pure London puts spotlight on Valencian footwear

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