Sustainability
Our Commitment to a Cleaner Future
At PURA Clothing, sustainability isn't a trend — it's the foundation of everything we do. Since our founding in 2016 in Zurich, Switzerland, we have built our brand around one simple belief: fashion should feel good and do good.
The name PURA means pure in Spanish — a reflection of our dedication to pure materials, honest craftsmanship, and a clean conscience.
Our Materials
We carefully select every fabric with both performance and the planet in mind:
- Swimwear — Crafted from recycled PET bottles, giving new life to plastic waste while delivering premium quality.
- Knitwear — Made with recycled cashmere, silk, and merino fibers, chosen for their natural origins and low environmental impact.
- Activewear — Engineered with TENCEL™ and recycled materials for breathable, high-performance pieces that respect the earth.
Made in Europe
Every PURA piece is 100% made in Europe. Our swimwear is produced in Switzerland and Italy, ensuring the highest standards of craftsmanship, fair working conditions, and minimal transport emissions. By keeping our supply chain close to home, we can stand behind every stitch.
Our Philosophy
Sustainability at PURA is not a checkbox — it threads through every step of our production process. From the raw materials we source to the hands that craft each garment, we hold ourselves to a standard that honours both people and planet.
We believe that luxury and responsibility are not opposites. They are partners.
Learn More About Our Story
Want to know more about who we are and why we do what we do? Read our full brand story →
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.
