Rooted deep in the high elevations of Lake Tahoe, CA, Pure Anywear, “Clothing for the Conscious”, sprouted in 1997. Starting with a couple of designs printed on a few dozen shirts, hats, hoodies, and windbreakers. Originally named Pure Boarding Apparel, the beginning concept was to produce environment friendly outerwear designed for snowboarding. Quickly realizing I did not have the cash flow to enter this realm so I sought out new ideas for a conscious clothing company. In 1998 pureapparel.com, the original “Clothing for the Conscious” site spread onto the web. Apparel was too hard to spell and was not unique enough. My concept then was to make conscious, sustainable, and comfortable clothing that anybody can wear anywhere.
In 1999, Pure Apparel blossomed and transformed into Pure Anywear, Clothing for the Conscious, and was printing more designs on organic cotton and hemp t-shirts, hoodies, and hats. While attending many music festivals, I sold the gear in the parking lots for a few years and received many compliments. Pure Anywear was growing, and in the year 2000, the first Pure booth, aka Grizz Mart, was inside at the “Mountain Air Festival” in Angel’s Camp, CA then at the “Renegade Festival” in Quincy, CA. Response was positive. Then in 2001, Pure Anywear branched out to many festivals including Reggae On The River, Sierra Nevada World Music Festival, High Sierra Music Festival, Health & Harmony/Harmony Festival, Northwest World Reggae Festival, Earthdance, One Love One Heart Reggae Festival.
In 2013 Pure produced our first festival, The Pure Summer Tune Up and is still producing and promoting reggae shows in Nevada County and you can find the Pure Anywear booth at most major music festivals on the west coast. Today, Pure Anywear offers many designs to choose from on a wide variety of clothing and accessories. All shirts, hoodies, and tank tops, are printed on 55% hemp/45% cotton blend knit material.