Our Story

Born in 2013 in the small coastal suburb of Fremantle, Western Australia, Pure was founded by Matt Adams off the back of his love for surf, travel & art.



Pure began by creating small limited ranges, ensuring you were buying one of a kind gear that you would rarely see other people wearing.

With the insane popularity of Matt's staple tees (inc. Vitamin Sea, Salty Jesus, Whale Tail), the limited ranges got a little side-lined and Pure's Favourite Range took centre stage.

Although predominantly online, over the years Pure has had four successful pop-up shops and regularly attends markets around Australia in our trusty Pure bus.



In 2020, for the first time in 7 years Pure had to shut its doors to weather the Covid storm. During these months out, we were forced to rethink our business model and decided when we reopened, we wanted to really come back to our roots.

In July 2020 we relaunched, but this time with just a limited edition print run, inspired and co-created with you. We ran designs past you and created a small range which ended up selling out in just 3 days.


Our next drop will be DECEMBER 2020. And in the meantime, we’re going to be selling some of your favourite designs from over the years.

Follow us on insta to get involved and drop us your email to get first dibs on our next limited range.


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