PÜRAMENTE PÜRA
ABOÜT ÜS
Püra / Protect Yoür Soül
With Püra / Protect Yoür Soül we wanted to create a Brand, an identity that protects the subject from the chaos and speed of cities. From here the concept of Ürban Spirituality was born: a link between spirituality/soul and the urban/underground scene of cities. A place of discussion where art, culture, aesthetics and fashion find their maximum expression. In a bulimic world that continues to produce and overturn information, images, brands, collections and banalities, Püra wants to create a reality that is timeless, an aesthetic that lasts over the years and is always current. Choosing to wear Püra means identifying with a community that embodies the brand’s identity. Püra wants to be sustainable. The first way to do so is to create products that can last over time and not be overwhelmed by the continuous superfluous replacement of today's fashion.