Pure opened its doors in 2000 in the heart of Rome, attracting customers from all over the world for its uniqueness.

Pure is a luxury store for children, with a philosophy that speaks of fashion mixing different languages: art, design, happenings.

Shopping at Pure is an experience in which everything, even the abstract and sinuous lines of the furnishings and installations, helps to guide the customer in his path among brands that are based on a long and consolidated tradition in the luxury market.

 Gucci, Balmain, Givenchy, DSquared2, Burberry, Moncler, are just some of the brands that host the company.

 Pure never stops, it is always on the lookout for new fashion trends and brands around the world, becoming a reference for style-conscious children.


In line with the multiplication of channels and platforms on which it is possible to buy products, Pure opens its e-commerce to the clicks of the most pretentious kid's wear parents.


Today, Pure is a stylish, global and independent destination for those seeking excellence.