Source Fashion booms with focus on sustainable production

Source Fashion wrapped up last week at London’s Olympia with strong momentum as visitor numbers rose 16% while exhibitor numbers were up 12%. It was busy and buzzing with plenty of special attractions as well as the serious side — meeting buyers and writing orders.

That was both a reflection of the importance of trade shows in Europe generally and of the strength of Source itself that has carved out its place as Europe’s leading sourcing event.

Buying teams visiting the event included the big players such as M&S, Next, New Look, Tesco, N Brown, ASOS, Boohoo, Harrods, and Universal Music, as well as a host of smaller but still important names. Think Lucy & Yak, Joseph, Temperley London, Oliver Bonas, Hawes & Curtis, Agent Provocateur, Rat & Boa, AYBL and more.

UK manufacturing isn’t dead

Bethany Davy-Day, Creative and Operations Director at Fashion Enter said: “It’s been a great show so far. We’ve hosted two upcycling workshops today, and it’s been encouraging to see strong interest from a mix of e-tailers, retailers and start-up brands, all keen to explore UK manufacturing. As a not-for-profit social enterprise specialising in sustainable manufacturing in North London, it’s been valuable to connect with brands at every stage of growth.”

There may be a widely held belief that Britain is no longer a manufacturing hub but the British Pavilion was a big draw at the show as companies focus on more sustainable ways of getting their products to market. The organisers cited exhibitors seeing “high-quality conversations, new commercial leads and a growing appetite from both start-ups and established brands to explore British production”.

Stacey Ohanian at Apparel Tasker, which also featured on the show’s catwalk, said that “we’ve had really positive conversations with start-ups and growing brands who are increasingly interested in working with British manufacturers, and we’ve been able to change perceptions around the cost and value of producing locally. We’ve made a lot of valuable contacts”.

And Colin Spender Halsey, CEO of The Natural Fibre Company, showing for the second time, hailed the “quality of visitors [that] has been even stronger this year. What’s been particularly encouraging is the growing interest in British manufacturing. Many of the visitors we’ve spoken to are actively looking to work with UK manufacturers, with traceability, sustainability and ‘Made in Britain’ increasingly high on the agenda. While we recognise the commercial challenges of producing locally, even small increases in business can make a significant difference to companies like ours”.

Outside of the British Pavilion, the wider show floor was also busy. Katherine O’Driscoll, co-founder of SP & KO, said the company “had a really strong show… the best Source Fashion yet for us. The event has been incredibly busy from start to finish, with fantastic engagement and a steady flow of meaningful conversations. We’ve generated some great leads and already confirmed new contracts, and it’s been particularly encouraging to see so many start-ups and independent designers attending”.

That view was echoed by Ivan Tang and Sandy Chang, respectively MD and business development head at South Enterprises. In their second show, they said they saw “even more traffic” having met “a wide range of new brands, from early-stage start-ups to more established businesses. What’s been particularly positive is seeing how much more focused and informed many brands are, with a growing interest in sourcing more sustainable fibres. There’s a real sense of optimism”.

Sustainability hub

Even director Suzanne Ellingham highlighted the direction the industry is moving in: “What is really encouraging is seeing the direct action that brands and retailers really are looking to bring production closer to home, this is the first time in a few years that we have felt that this is really happening. Alongside responsible sourcing and manufacturing, there is a growing appetite to address what happens at the end of a product’s life. 

“Looking ahead, we want Source Fashion to be a place where brands can explore end-of-life materials, deadstock and remanufacturing, supporting circular solutions that create value, jobs and opportunity without relying on volume. That focus on transparency, lifecycle thinking and collaboration will continue to shape how the show evolves into its next edition.”

‘Edutainment’

Apart from the business that was done at the show, there was plenty to both entertain and educate with the content programme a big draw.

There were strong audiences across Source Fashion’s content stages, with supply chain accountability, circular business models, repair and longevity, craft-led production and future sourcing strategies, all on the agenda.

Particularly interesting was a discussion hosted by Simon Platt focusing on supplier collaboration, material innovation and the role of long-term partnerships. Meanwhile, another session challenged brands and buyers to consider how reduced production, alternative value models and craft-led approaches could play a role in building a more resilient fashion industry. 

And data-led insight into the commercial outlook for fashion came courtesy of Euromonitor. 

That session outlined how “shifting consumer behaviour, commodity pressures and demand for value, quality and sustainability are reshaping the market”. It also highlighted growth opportunities across sportswear- and wellness-driven categories.

A big draw as well was Fashion Deconstructed, which debuted as a hands-on area “designed to shine a light on the skills, processes and people behind fashion production”. That meant live demos, workshops and maker-led sessions, with visitors able to step inside the making process, from repair and upcycling to weaving and circular material innovation.