Introducing Pure Square

 

We reached out to Pure Square's owner JT to learn about the brand's inception and gain insight behind his process.

 

 

What does Pure Square mean?

 

The inspiration for the name Pure Square (or PURE2) mainly comes from the word "PURE." We wanted the brand’s attitude and style to be more pure and clean, so we chose to extend from this word.

 

What inspired you to create PURE2, and how did it get started?


PURE2 initially started as a side project to showcase my personal preferences. In other words, at the time, I simply wanted to use PURE2 to present items that I liked and thought were good. The main driving force came from my passion for clothing and fashion culture.

As for how it started, we happened to fill a small gap in the market with our BOXY sweater. At that time, there were few brands in the men's fashion sector in China offering such short and wide-cut sweaters, but the demand for them was already there. Our product met that need perfectly, and from there, we gradually began to grow.


What are the core values and philosophy of PURE2? Could you describe your design process from concept to finished product?


PURE2’s core values and philosophy revolve around providing simple yet unique commuter apparel. We aim for our products to balance both style and functionality. The process from concept to finished product requires a lot of thought.

In short, you need to first determine the direction of the product and then continually refine the pattern-making and fabric techniques to achieve the best result.

  

Could you pick your favourite piece and share the story behind it?


It’s hard to choose a favourite since all the products are my own, but if I had to choose, I’d go with our brand's first product, the gray short and wide sweater. As I mentioned earlier, it filled a gap in the market. Although from today’s perspective, the design may seem slightly outdated, it holds the passion and love I initially had for this industry, which makes it my favourite piece!

 

Where do you see PURE2 in future?

 

In future, honestly, we hope to grow bigger and improve the quality of our products so that more people can love and wear them, and experience what we offer.

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