We know that everything we do has an impact on something, somewhere. We know that sustainability and quality go together. We believe that fashion and ecological thinking should go together too.

The roots of Pure Waste come from the Nordic tradition of recycling, and the clean and pure environment of their native Finland. They promise to use only materials that would otherwise go to waste. They also challenge the whole perception of waste; Pure Waste is recycling upgraded. Their vision is to recreate the fashion industry, and lead it into a future of sustainability. 

The scarab beetle in the Pure Waste logo symbolises the Pure Waste values. In ancient Egypt these natural recyclers represented rebirth and renewal.