Pure has always been at the forefront of fashion retail its vision and passion for putting the product and customers first rather than dealing with multinational super brands that are available on every high street corner. Scott’s passion from buying has taken him all over the world continuously on the lookout for new products and over the years has built up a reputation as a market leader in his field. We take pride in bringing interesting brands and designers together, creating the synergy that is PURE. We have stayed true to our original purpose to fuse fashion and anti-fashion bringing together the best of young up and coming designer labels, contemporary fashion brands and unmatched customer service and product knowledge. We stock the brands we love, brands with history, brands with great ideas and brands with great quality essentials for a lifestyle centred around modern function and form. Based in Aberdeen Scotland but now available worldwide through this website, exclusivity is always at the forefront of our collections, balancing tradition with accents of novelty our buying rationale relies on instinct and a desire to broaden the ideals of our customers with subtle style and detailing coupled with edgier more playful collections with distinct points of interest.