Trade Fair: The Ledge At London Edge

Words by MPDClick’s Trend Journal Editor.

In contrast to its co-located ‘anything but ordinary’ trade fair London Edge, The Ledge presents brands within the active sport and lifestyle market with a focus on men’s skateboarding style.

Situated on the gallery level, a laid back sports vibe is instantly felt by the installation of a skate ramp and a relaxation area filled with pool, table football, air hockey, sofas and even a deer head on the wall. The stands were slightly more pared down compared to Edge, letting the collections stand-out.

Two particular brands stood out on a cohabiting stand under East Trading Co distribution, Aono and Abandon Ship Apparel. By pitching up a free barbershop, Aono instantly made an impact, later learning the designer owns and runs a Barbershop in Brighton – it’s fun quirks like this that really makes a brand stick in your mind. Set up only 6months ago, the collection consists of graphic tees depicting graphics in a highly illustrative style of subjects that basically takes the designers fancy and that interest him personally.

Glasgow based label Abandon Ship Apparel is another new brand established in March 2011 after a ‘merry’ discussion on a night out deciding that there are no simple yet striking t-shirt graphics for men on the high street. They decided to launch into the market, now presenting a range of graphic tees and knitted beanie hats. The owners now also run their own distribution company for themselves and other emerging labels such as Aono.

Denim jeans brand Reel was the next highlight at Ledge, embracing the coloured slack trend picked up in MPDClick’s January Retail Trends. Targeting consumers from the age of 15-35, the range was presented as a spectrum of colour with bright blues, rust and mustards tones predicted to be key sellers.

Standing out with a focus on detail and contemporary silhouettes was label Rhythm – The Sound of Change. For its autumn/winter 12/13 men’s range a focus of rustic colourways and interesting washes is key, shown by snow jersey washes and rich rusts and reds. Tapered jersey slacks with red drawstring and printed pockets as well the range of jackets stood out with considered fastenings and contrast fabric inserts.