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PURE BY LUCE: GOOD KARMA ACTIVEWEAR

@purebyluce

January, 18th 2021

Joining our Staiy community at the beginning of 2021 with a travel-inspired, sustainable apparel line is Belgian label Pure by Luce. They create garments for sporty, conscious, and sophisticated women. 

Words By Daria Müller Velasquez

Founded by fashion enthusiast and sustainable lifestyle devotee Loes Vandekerckhove in Flanders, Belgium, Pure by Luce has got a crush on the world. They create a big range of sustainable vegan activewear made of recycled Italian and Portuguese materials, such as polyester and Econyl, regenerated nylon made entirely from the ocean and landfill waste. Each activewear garment is sewn with love and dedication in ethically-managed factories in Portugal.

“I discovered the negative impact of the fashion industry on people and our planet, so I felt I need to act immediately”

The love for fashion led Loes to create her own sustainable clothing. “Fashion has interested me for a long time”, shares the brand’s founder. However, this love has very fast disappeared, when she had to do scientific research into the fashion industry for a marketing course at her school. “I discovered the negative impact of the fashion industry on people and our planet, so I felt I needed to act immediately. I decided to not buy anything new unless it was as responsible as possible in every way. That is how I started my blog where I promoted sustainable products. In a while, my hobby turned into a real passion”, continues Loes.

@purebyluce

Every year, at Pure by Luce they work together with local talent from a new inspiration country to create prints that take every customer on exotic and feelgood journeys. The collections have already traveled around the world, as the brand keeps track on their website! The brand is entirely fair trade, as all the production facilities are GOTS certified, meaning the cutting, sewing, and trimming are done according to all fair trade standards. The Belgian warehouse and shipping facilities run 100% on renewable energy. 

“…I only want to convince people of the importance of sustainability in a positive wayh”

In the future, Pure by Luce aims to expand beyond the Belgian market, developing their brand awareness across Europe. “In order to achieve this goal, I deliberately do not invest too often in activism about sustainability. With Pure by Luce, I only want to convince people of the importance of sustainability in a positive way. To my opinion, you just have to distinguish yourself by your style and who you are as a brand”, emphasized Loes, adding that an important step towards change in the fashion industry is to provide full transparency.