Our Story

We are a salty, bare-footed, alternative surf / travel inspired clothing brand who specialise in original hand-drawn designs, hand-printed in Fremantle, WA.

Born out of Freo 2013, Pure created a way for illustrator and designer Matt Adams to cut free from the 9-5 grind and pursue a vocation which worked around his love for the beach, surf and globe-wandering.

Over the years, as the Pure family has grown alongside keeping a good life/work balance we are dedicated to providing you with unique, one of a kind gear, hand-printed by us and made from long-lasting, quality, planet-friendly materials.

Based predominantly online, with the occasional summer pop-up, we can often be found on the road, drawing inspiration from the adventures along the way.

Follow our journey here, keep in touch and stay salty

Thanks - Matt, Red dog and Captain Harry 🐕