Pure Apparel is a small salty clothing brand in the coastal town of Denmark WA, specialising in original hand-drawn designs and screen-printed apparel. Each piece is hand-printed in our workshop, with inspiration drawn from the ocean, sport, wildlife, and everyday moments of rural life.

The brand was born out of Freo in 2013, by illustrator and designer Matt Adams out of a desire to cut free from the 9-5 grind and pursue a life built around creativity, travel, and surfing. Pure was operating out of Matt's garage and grew organically through markets, pop-ups, late nights of printing, and a tight community of people who supported the work. Before long, Pure Apparel found its way onto the streets of Freo — and up to the Broome markets too, packed into the van and chasing the sun.

After several years, Matt felt the pull to slow things down, and Pure Apparel evolved alongside it. A move south to Denmark brought slower mornings, more surf, and a barefoot community — shaping not just where Pure lived, but how it operated.

Now, Pure Apparel is about quality over quantity. 
Small, limited drops. Thoughtful designs. No excessive production.

Pure Apparel isn’t about chasing hype.
It’s about backing yourself, chasing your passions, embracing local, and building something meaningful over time.

Thanks for being part of the journey (Which you can follow here) - whether you’ve been here since the Freo days or you’ve just found us down south. Keep in touch and stay salty!

- Matt, Red dog and Captain Harry 🐕