We are a salty, bare-footed, alternative surf / travel inspired clothing brand, and we specialise in original hand-drawn designs and screen-printed apparel, printed by hand in Denmark. The brand was born out of Freo in 2013, by illustrator and designer Matt Adams out of a desire to cut free from the 9-5 grind and pursue a life built around creativity, travel, and surfing. His inspiration is drawn from the ocean, sport, wildlife, and everyday moments of rural life. Today, every design is created in-house and carefully hand-printed in store , giving each piece an authentic feel that sets it apart from mass-produced fashion. Pure Apparel focuses on small-batch releases and limited drops, with designs available for a short time only…get on the waitlist, it's the easiest way to make sure you don't miss out! Drop by the Denmark store, it is a unique opportunity to browse the latest limited releases, favourite tees and apparel collections at the source, while experiencing the creative heart of the label. Pure Apparel isn’t about chasing hype. It’s about backing yourself, chasing your passions, embracing local, and building something meaningful over time. Open Wednesday–Saturday | 12pm–4pm Closed Sunday–Tuesday
Our guides offer visitors to Denmark Western Australia unparalleled access to FREE resources and local businesses and products from friendly providers in the region. Our locally-based guides are curated to make it EASY for you to visit our beloved Denmark Western Australia.
