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About Püralab

Personal | Ürban | Rare | Accessories Hence the concept of Ürban Spirituality: a link between spirituality/soul and the urban/underground scene of the cities. A place of confrontation where art, culture, aesthetics and fashion find their maximum expression. In a bulimic world that continues to produce and spill information, images, and collections, Püra wants to create a reality that is timeless, an aesthetic that lasts over the years and is always current. Choosing to wear Püra means identifying with a community that embodies the brand's identity. Püra wants to be sustainable. The first way to be so is to create products that can last over time and not be overwhelmed by the continuous superfluous turnover of today's fashion. The means by which to achieve one's own vision are the essentiality and technicality of the products made unique by a clear aesthetic connotation and a recognisable "sign". Technique, Quality and Innovation are the cornerstones in the development of projects to create a product capable of lasting over time. All starts from a handcrafted metal mesh capable of giving life to minimalist accessories. Pura is more than an accessory: it creates an aesthetic, a symbol and a community. Telling stories is never easy, unless they are spontaneous. Pure it is. It's in the name.

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