London-based sourcing and manufacturing show Pure Origin is to launch a new denim area at this month's event, with a focus on the alternative ways to make denim more sustainable.

Due to take place later this month from 22-24 July at London Olympia, Pure Origin will run alongside Pure London and Pure Man, creating what organisers claim is London's largest festival of fashion.

The new denim area will host a number of "leading" industry brands and will explore more sustainable ways of manufacturing denim from new materials through to new processes being developed to help reduce water wastage.

Countries represented in the denim area include Italy, Pakistan, the UK, Hong Kong, China, Greece, Mauritius, India and Turkey with brands including YKK, Master Textile, Jiangsu Soho, and Cam Denim.

Julie Driscoll, managing director of Pure London, says the event aims to continue to drive the industry towards a more sustainable and ethical future by helping provide sustainable product solutions to industry decision makers. 

"Following in-depth market research it became evident that the biggest challenges in garment sourcing is the integration between sustainability and speed to market, supply-chain transparency and fabric and technological innovation," she explains. "To provide knowledge and solutions in these areas, Pure Origin brings 150 exhibitors from 13 countries to create a wide range of business and networking opportunities, new thinking and innovation."