Pure Outfitters is a fully cohesive fictional brand that targets teens and twenty somethings with the latest in fashion. Pure Outfitters features models of diverse groups of women that reflect the women we see in our daily lives. 

Pure’s logo stems from it’s clover shaped logo. The clover represents the rareness and uniqueness of each individual. Four leaf clovers are natural and pure. Being oneself should be too. It should be easy to be purely you.

As a woman of color who is above a size 12, I rarely see women that look like me and my friends represented in the media. That’s where Pure Outfitters comes in, their key focus is to represent people just like you or me. Pure Outfitters customers are young, driven and want to wear clothing that helps them stand out from the crowd regardless of their size, race, sexuality, sex, etc.