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.
A Philosophy of Purity
Born in Switzerland, PURA stands for clarity, authenticity, and timeless refinement.
Our name means pure in Spanish — a reflection of everything we do: pure design, pure materials, pure intention.
Every collection is thoughtfully created with a balance of luxury and responsibility — effortless silhouettes, crafted in Europe, designed to last beyond seasons.
Each piece is made entirely in Europe — from fabric sourcing to final stitching — by partners who share our values of excellence and integrity.
We select only premium European fabrics: bio-based swimwear, recycled polyamide, and TENCEL™, known for their silky touch and enduring quality.
Every texture, tone, and cut reflects our belief that true luxury is felt, not shouted.
Responsibility Without Compromise
We take sustainability beyond a statement — it’s the architecture of PURA.
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Local creation: All sourcing and production in Switzerland, Portugal & Italy
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No air freight: Every delivery moves by land to minimize emissions
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Circular thinking: Recycled fibers, renewable energy, and water reuse
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Transparent pricing: Fair for everyone, from maker to wearer
Our price structure honours craftsmanship, not mark-ups.
Founders’ Note
“PURA began as my response to a world of excess — a wish to create fewer, finer things.
I wanted garments that feel effortless yet intentional, pieces that whisper confidence and respect for the planet.
Every detail, from thread to tag, reflects our promise to keep fashion pure.”— Sara, Founder of PURA Clothing
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!
ABOUT OUR FABRICS
RECYCLED POLYAMID
- 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!
BIOBASED FABRIC
Since 2023 we use a biobased fabric for our swimwear made out of a plant instead of fossil fuels.
TENCEL
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.
