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The Brand

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. Our goal and motivation is not only to create a high-end clothing 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 our fabric is sourced in Europe and all of the pieces are made by hand in Switzerland, Portugal and Italy. ​We have absolutely no air travel involved in any of our processes. 

we stand for

full transparency

Ethical fashion is more than just recycled fabric. Our margins are kept low so that fair fashion is available to as many people as possible.

Here is a rough list about our pricing
30% Production costs
25% Tax & Insurance
35% Company costs
5-10% Shipping & Handling and Social Responsibility

If you have any questions, let us know!



  • The fabric supplier only uses renewable energy, saving 300’000 kwh per year
  • 95% of their trash is reused again , preventing 154 garbage trucks delivering waste to the landfill
  • 35% of all water used for dying etc is recycled and reused.
  • It’s only a few minutes from our production, keeping transportation to a minimum!


Since 2023 we use a biobased fabric for our swimwear made out of a plant instead of fossil fuels.


Since 2020 we use TENCEL in many of our clothing. Not only is it the most sustainable option, it has also the highest quality and comfort.