Most fashion is fast, loud and not very sustainable. The concept of PURE ELEMENTS and it’s first editions started in 2010. Now a decade later the designs have not lost an inch of their relevance. Extending it now to a whole brand concept for an outerwear apparel that is longlasting and based on limited editions to preserve value and avoid fashion industry cycles. Purity is part of the design concept, in the choice of materials and part of the brands culture. Transforming it into one language from corporate design elements to every item of the collection. Besides a sustainable choice of materials, PURE ELEMENTS also aims to implement circular economy principles, meaning that products can be returned and worn-out parts will be introduced into the cycle again. 

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