Pure ethical cashmere

UK’s largest direct cashmere retailer has launched its 100% sustainable sourced cashmere. Ethically produced, the fabric is made of the finest quality and minimal negative environmental impact. The new eco-friendly collections include Inner Mongolian White cashmere knits, chunky cables, classic weaves and silkiest Superfine combined with stunning new designs. With this collection, Pure is addressing a global crisis, as ‘cheap’ cashmere turns Mongolian grasslands into barren deserts. In 2003 Pure set themselves a personal target to address the rapidly growing environmental issues surrounding cashmere production in China to source fully sustainable cashmere by the end of 2009. They have since been working closely with their partners in Mongolia, setting up research programmes to find the best way to achieve their target without compromising quality. From now on, all Pure cashmere will be sourced sustainably from goats farmed indoors or on farmsteads, avoiding the need for nomadic herders to let goats roam and ruin ecologically sensitive grasslands.

Also new for winter is a chic range of woven pieces, to compliment and coordinate with their cashmere clothing and accessories. From delicate silk blouses to classic white shirts, herringbone skirts and wide leg check woollen trousers; Pure offers a complete range for everyday luxury, living and timeless style.

Image: Pure Collection