"As definitions of gender and masculinity change and designer’s become more creative, new and unexpected shapes, patterns, colours and fabrics are making their way into mainstream men’s fashion. Pure Man, Pure UK's leading trade fashion buying event, representing women’s wear, menswear, footwear, accessories and young fashion, revealed these key menswear trends for S/S ’20 along with a line-up of brands, including Bench, Stetson, El Ganso, Dario Beltran and LA newcomers Oren Kash at a show held from July 21-23, 2019 at Olympia London."

As definitions of gender and masculinity change and designer’s become more creative, new and unexpected shapes, patterns, colours and fabrics are making their way into mainstream men’s fashion. Pure Man, Pure UK's leading trade fashion buying event, representing women’s wear, menswear, footwear, accessories and young fashion, revealed these key menswear trends for S/S ’20 along with a line-up of brands, including Bench, Stetson, El Ganso, Dario Beltran and LA newcomers Oren Kash at a show held from July 21-23, 2019 at Olympia London.

Colors: S/S ’20 is the season of pastels. Shades like millennial pink, neo mint and whitened yellows are in trend. To juxtapose these summer bright, the show will incorporate navy, burgundy and dark green colors in its collections. Meanwhile, menswear core neutrals are set to becom warmer, with yellow and orange undertones allowing vibrant ensembles around these shades.

Prints: From Hawaiian floral, to geometric digital designs, menswear prints have become bolder with S/S ’20 collections. With fashion acting as a conduit for culture, the show will also include tribal motifs, mixed with modern streetwear patterns that combine for new and fresh styles.

Fabrics: Much like their colour, materials will cross gender boundaries. The show will display sheer fabrics, lace and organza, much like Harry Styles’ Met Gala 2019 look.

Shapes: With athleisure and streetwear still much in style, menswear shapes will be slouchy for S/S ’20. Alongside urban looks, which will remain popular within the fast fashion world, tailoring is likely to become less defined and looser, with layering becoming key.

Pure Man also showcased industry’s finest menswear and unisex brands. These include:

Oren Kash: Known for pushing the norm of men’s traditional fashion, L.A. native Oren Kash launched his ostentatious ready-to-wear label in 2017. The brand does not shy from bold colors and prints which gives it a unique style. Its collection showcases casual pieces with high quality fabrications to its well- known detailed outerwear.

El Ganso: El Ganso, a Spanish brand which operates 160 stores around the world, creates practical and comfortable products that never go unnoticed. The brand’s collections offer a cosmopolitan look tinted with colors ranging from the American preppy to the Berlin style with a touch of British elegance.

Stetson: Founded in 1865, Stetson is known for creating the iconic cowboy hat which has become the cornerstone of the brand. Since then, Stetson has expanded its headwear offering and now offers everything from the classic western hat to trilbies, baseball caps and modern streetwear essentials.

You Don’t Want This Life: This urban streetwear brand is all about community. The You Don’t Want This Life family share a culture and mentality, valuing the hard work and creativity that make each of us individuals.

Oregion: Another new brand to be added to the Pure Man S/S ’20 line-up, Oregion aims to represent Hong Kong in the global fashion industry. This innovative and creative brand offers high-quality men’s and women’s bags and accessories to complement modern city life. Offering a range of colours, styles and design options, the brand offers something for each of its customer.

Brave Soul: Brave Soul is the core brand of UK-based Whispering Smith, a leading manufacturer of innovative fashion clothing for all major high street stores and e-tailers across the globe. Available at over 1500 stores across Europe, Brave Soul offers a huge range of fashionable clothing styles that also include street styles and cultures from cities across the world including a heritage line of British clothing.

Rupert & Buckley: Driven from the need to find socks in his university rowing team’s colors, James Buckley Thorp, creator of Rupert & Buckley bought a sock knitting machine to create what he needed which led to the formation of his socks business. Today, Rupert & Buckley has expanded into creating traditional British clothing for men and women. The brand also sponsors the Oxford and Cambridge boat race each year.