Our Brands and Designers

After-Life Project

The After Life project is a Calcutta based design collective that aims to find a solution to modern capitalism in the fashion industry where many are exploited and unethical practices prevail. Having personally experienced such exploitation and appreciating the challenges for an upcoming designer the project was set up as a collective with a positive vision of sustainability. The project provides a 360 degree solution from yarn to material to design development to sample to production to sales & marketing and post sales – thus keeping a horizontal supply chain with total transparency and traceability.

the Afterlife team in London exhibiting at Pure’s conscious/ethical section


Cofur are a Danish brand who manufacture ethically in India. The designs are modern European but the fabrics are beautiful vintage saris made of silk and silk mx fabrics. The ethos of the company is upcycling and supporting women who make the clothing.


Nila Rubia

Nila Rubia is an incredibly talented UK based designer who manufactures in India using traditional tecniques such as handblock printing and kantha work. Nila is truly a ‘master of colour’. Her beautiful dresses, coats, jackets and scarves are always wardrobe favourites and make wonderful gifts. The styles are timeless and comfortable as well as looking wonderful for a special occasion or for stylish everyday wear.

All the ethical fashion boxes are ticked with Nila! Nila is commited to ethical fashion and works with small family run cottage industries and with families who have made textiles and clothing for 700 years. The fabrics are gorgeous: ethically sourced organic cottons, bamboo silk/linen and warm woven wools, with merino wool added, for extra softness. The jacquard weave wools are woven in Amritsar before being made into garments in Jaipur. Azo free dyes are used and natural vegetable dyes are used wherever possible. These garments use authentic traditional techniques. The work is done by highly skilled craftspeople to a very high quality and often the lady artists who sew the garments can work in their own homes, incorporating the work into their everyday lives.

Saff from Nila Rubia and Karin (in a fab kantha coat), at Pure, London


Yavi/Raga Design Studio is an upcoming Indian fashion company for Western Women’s Wear. Stunning fabrics and creating pieces that are like works of art are the hallmark of this brand. The brand has pioneered recycling and up cycling natural fabrics and recently won the following awards :-

  2. GEN NEXT fashion Designer award from “LAKME FASHION WEEK”, in August-2018.
  3. Recently the brand has won “ELLE GRADUATES 19” award in ready to wear category.
Janice Storey, helping us select the Yavi art coat at Pure London

To learn more about artisan techniques of hand-block printing and kantha embroidery please click this link

Ruth Claydon – Moth & Magpie

We love Ruth’s work and her ethos of upcycling – re using found objects, collected from mud larking, or updating old jewellery that is never worn – remaking it into stunning designer pieces (that we find simply irresistible).  With each piece of jewellery being totally unique, and in essence a thoughtful work of art, her jewellery is perfect for our customers –  for women who want to wear clothes and jewellery that lifts the spirit and helps them feel connected with how the clothing and jewellery is made and where it comes from. Ruth is also a talented fine artist/painter – and we think our clothes look fabulous on her. We are fortunate that she has been doing quite a lot of modelling for us!



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