Pura is the Spanish word for `pure´ which is the equivalent for what the label PURA clothing stands for: Sustainable fashion for a pure conscience.

There is still a lot of unethical stuff happening in the fashion industry. Their goal and motivation is not only to create a bikini and sportswear line which is perfect in style and in fit but also to create pieces which are fairly produced and environmentally sustainable. PURA clothing only uses recycled or natural fabric that feels buttery soft on your skin. All their fabric is sourced from Italy and all of the pieces are made by hand in Switzerland and Italy. ​They have absolutely no air travel involved in any of their processes.