In just under two weeks' time, Jacket Required will open its doors for the seventh edition of its London menswear trade show. Presenting over 200 collections from both UK and international labels over two days, The Old Truman Brewery will host a considered choice, reflecting the best for spring/summer 2015.

It's black and white – there's menswear and then there's premium menswear. Today we highlight a collective East London elite, a selection of brands who will join new and established names on 30 & 31 July 2014. Read the full list on the Jacket Required Brand Page of the website.

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Kaibosh



The brainchild of Flo – a Norwegian eyewear company with over 50 years’ heritage in optics. Having created some of the most innovative and trend-setting fashion eyewear in the world, both designing and producing for top Scandinavian fashion houses to service the best optical stores worldwide, Kaibosh is inspired by conversations with wearers of glasses around the world, all sharing a common vision – eyewear should be affordable and fun.
 
A new kind of eyewear brand with a focus on design, fashion and individuality, Kaibosh believes life is too short to wear the same pair of glasses every day. It offers prescription and UV lenses, so when you change your look, you can also change your eyewear. Every Kaibosh frame is the result of a long development process which starts life in a small design studio on the edge of the sea in Bergen, Norway. Made from high-quality materials and components painstakingly sourced or specially developed to specific requirements, the concept presents hand-crafted frames with a high design factor.  Deus Ex Machina

Founded by Dare Jennings and Carby Tuckwell in Australia in 2006, Deus Ex Machina is a step bigger than a brand – it’s a culture, an idea, a philosophy, a concept. Translated from the Latin ‘God from the Machine’, the brand began with customised motorcycles – which remain at the core of the Deus philosophy today.
 
The fundamental nature of Deus and its principles have a grounded focus on the pursuit of fun – whether motorcycling, surfing, skateboarding, art-making, skiing – whatever, it’s all the same juice. Likewise, Deus products have their foundation in the very pursuits of the brand’s enthusiasts. Having ridden bikes, the brand made some nice jackets. Having surfed, Deus printed up its own board shorts. Avid travellers, designs were drawn for luggage made to last on adventures. No over design, just simple, quality products made to complement the lifestyle of its followers.


RAEN Optics



RAEN Optics is an independent, classics-driven brand, aimed at bringing quality and authenticity to the boutique eyewear market.
 
Its goal is to provide timeless, tangible, quality items that function within the active lifestyles of both its designers and owners, inspired by its own adventures ready to enthuse its wearers. With vintage-inspired sunglasses frames made from premium quality acetate and Carl Zeiss made lenses, RAEN Optics are both stylish and unique. Determined to continually bring new and innovative products to the marketplace, the brand creates eyewear for and inspired by the lives its designers live.


Russell Athletic Premium



Original sportswear brand Russell Athletic traces its heritage back to Alabama in 1902, when founder Benjamin Russell invented the cotton sports sweatshirt, revolutionising sports apparel as we know it today. During the sneaker revolution of the 1980s Russell Athletic was introduced to an entirely new generation of customers. A global streetwear favourite, its conquest of the NFL and MLB soon followed as the only brand to date to supply uniforms to every team in both the professional football and baseball leagues.
 
Russell Athletic Premium creates a hybrid of the authentic American athletic wear concept, reinventing garments fit for the contemporary wardrobe. The spring/summer 2015 collection combines the brand’s original premium pro-cotton line made to its original heavyweight specification, with period graphics and applications including flock, embroidery and applique – all with references to Russell Athletic’s long and rich history as a supplier of athletic garments to Stateside colleges and clubs.


Electric



Founded in 2000 in San Clemente, Electric is a global, premium sport and lifestyle accessory brand deeply influenced by a relaxed American approach to life. Now a world leader in apparel and accessories, for 15 years Electric has drawn from its rich Southern California roots.
 
By melding active lifestyles, music, art and custom cultures, Electric lives where performance and style collide. Electric's unrelenting approach to the elevation of style, quality and function in its products has earned the brand a renowned position and a global retail network including the Americas, Europe, Japan, China and Australasia. With an extensive line of premium eyewear, watches and accessories, Electric’s spring/summer 2015 offering delivers an integrated collection of re-engineered classics.