Everything on our planet needs water to exist, but denim
shouldn't be one of them. PURE denim preserves our most
precious resource by using a unique, virtually waterless
To reduce carbon emissions, PURE is made start-to-finish
in our eco-conscious Los Angeles facilities, using
state-of-the-art technology and responsible production
methods for minimal impact. Crafted from 100%
biodegradable cotton fabric, PURE takes our Responsible
Wash Initiative a step further—setting a new standard
for luxury denim that puts the planet first.
Our goal is to create minimal impact on the Earth, and
positive impact for people: In March 2022, we donated
10% of net profits from Pure by FRAME to water.org, a
non-profit that supports people affected by the water
crisis by providing safe, accessible, cost-effective
water and sanitation solutions.