With memories of Emap Fashion’s trade event, 40 Degrees, quietly gathering dust, the new kid on the block, For Attention Of, is filling its shoes quite snugly. The street and casualwear show, FAO — launched in February 2003, only one season after 40 Degrees, the main London-based casualwear show that had been running for 13 seasons — finally closed its doors.

FAO, organized by Brand Progression, is the sister show of To Be Confirmed, a juried trade show that launched five seasons ago in February 2001. FAO invites only exclusive exhibitors, buyers and press, with 100 contemporary labels showing at the August show, including Clarendon, Noah, Rosasen and Diesel Style Lab.

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