PURA Finland

The Finnish PURA Finland was born in Teisko in 2007 when entrepreneur Miira Saarinen opened a lifestyle store for the summer to a local log villa. The name of the store at that time was Putiikki Rannalla, which later became a brand called PURA. The actual PURA Finland started in the cold summer of 2016. At the time, Miira had to state that Putiikki’s brands’ summer collections didn’t have enough warm toppings. Merino wool was purchased from Orivesi, which was then locally made as a classic poncho. It soon became clear that good quality, natural materials and timeless design were wanted for sale more broadly.

PURA Finland’s team is proud that the company’s story started because of the needs of its conscious customers. Responsibility is the backbone of PURA. All PURA’s products are created in accordance with the principles of accountability, employees, and respecting the environment.

All PURA's products are designed in Finland, and also manufacturing takes place mainly in Finland with local experts. Due to limited domestic production capacity, part of the PURA's products are made in revised factories in safe EU countries, currently in Estonia and Italy.

PURA's materials are almost without an exception Oeko-tex certified. PURA's wool is merino wool unless otherwise stated. PURA uses in their products mulesing-free wool, cotton, organic cotton as well as a mohair mix. The country of origin of the yarns is Italy. PURA’a the clothes have a luxurious and high-quality feel. The products are serviceable and thus long-lasting.

Ambitious Sustainability Developer
value chain.
  • Design country, material and its origin as well as production country are known
  • Supply chain known and supplier data gathered
  • Auditing of suppliers
  • No fur used, and no hazardous chemicals used in production of materials
  • Long-lasting / reparable / recycled / natural / organic / easily recyclable materials
  • Certificated materials
Lower carbon
  • Energy-efficient production & efficient logistics
  • Renewable energy used / flights avoided
  • Carbon footprint defined and plan for emission reduction & compensation implemented
Design in circular
  • Design for quality and long-term use
  • Zero waste / waste of production used by another company
  • Offering repair / 2nd hand / renting / recycling services
Good working
  • No child or forced labor, no unsafe or unfair working conditions
  • Living wage commitments and decent working hours
  • Code of conduct / offers education
Responsible online
  • No incineration or landfilling of returned items
  • Products are packed in natural or recycled materials
  • Environmentally-friendly delivery options