Belgium’s Pure by Luce is a fashionable sportswear brand inspired by different cultures. Ideal for the active, conscious and sophisticated woman. They always collaborate with international guest designers, to develop their signature colourful prints which will make you travel to exotic destinations such as Morocco, Mexico and South Africa.
Pure by Luce values the conditions in which their products are made. This is why they work with a small number of regular manufacturers in Italy and Portugal, who must comply with strict European labour laws and regulations.
In addition, Pure by Luce is also a member of Amfori BSCI. The Business Social Compliance Initiative (BSCI) is an initiative for companies committed to improving working conditions in their global supply chains. BSCI provides companies with a common code of conduct and roadmap applicable to all sectors and manufacturing countries. Pure by Luce’s collections also carry the GOTS label (Global Organic Textile Standard). GOTS controls the use of organic cotton and sets requirements for ethical working conditions.
All Pure by Luce clothes have the OEKO-Tex Standard 100 label. This means that all of the production chain is checked for the use of harmful chemicals. So you can be sure that your sports leggings or jumpers are completely safe to wear during your workout!
The collections are made from sustainable, European materials. Pure by Luce exclusively uses recycled and organic materials. For example, the brand uses Seaqual, recycled polyester made from ocean plastic waste. Another material widely used in sportswear is Econyl. This is recycled polyamide made from post-consumer waste. For sportswear, it is often necessary to use stretchy fabric. This stretch is created by incorporating elastane into the fabric. Elastane is unfortunately a synthetic and unsustainable fabric. Pure by Luce opts for high-quality elastane from the Lycra brand to ensure long product life.
Due to their use of synthetic materials such as polyester, polyamide and elastane, it is possible that microplastics are released during washing of Pure by Luce clothes. To try and fight this, Pure by Luce offers the Guppyfriend, a laundry bag which catches plastic fibres preventing them from going into the waste water.
Pure by Luce's jumpers and tops are made from 100% GOTS-certified organic cotton. Thanks to this certificate, you know that the cotton has been grown without pesticides or insecticides. What's more, organic cotton needs much less water than conventional cotton! Read all about the advantages of organic cotton here.
To close the loop, you can return your old clothes from Pure by Luce after use. You’ll receive a discount for your next purchase and Pure by Luce will make sure their products don’t ever end up in landfill. Instead, thanks to a partnership with Carpet for Life, used Pure by Luce clothes will become handmade rugs.
The materials used by Pure by Luce are also circular. Old PET bottles, plastic waste and ocean waste are given new lives in this sports collection. If these are used as mono materials in clothes, they are also easy to recycle after use. Their cotton items are even biodegradable if made from 100% cotton.
As the products are produced in Italy and Portugal, they don't have to travel long distances to get to you. The materials the clothes are made of are also sourced from European producers.
Pure by Luce is based in Belgium and therefore has the 'I buy Belgian' label. Thanks to this label, we know that the creative design phase of the collection takes place entirely in Belgium.
Pure by Luce is completely vegan! Good news for animal lovers.
Pure by Luce's sportswear is made from high-quality materials. The designs are always modern and timeless, with original, colourful prints and comfy fits. These sports outfits are elegant and long-lasting.
Pure by Luce is transparent about their supply chain. You’ll find information on all the manufacturers in the supply chain on their website. Currently, this is not yet visible for each product, but the brand says they are working on this. Another step in the right direction, then!
Pure by Luce’s sportswear is perfect for a sweaty gym session, a quiet Sunday or an intense yoga class! Still looking for a sustainable sports outfit? The map below shows where you can discover the collection: