PURE SEX has always been more than fashion, it’s an attitude, a stream of consciousness. Founded in Mid-1980s, the label has been creating clothes that attract outsiders, outliers, the bands, the photographers, the mavericks. Built like a gang with its own codes, music, and ideologies, PURE SEX thrives on pushing boundaries. The more a design felt too much, the closer it was to success.
The UK has always excelled at street culture. Music, fashion, films, writers, artists. Maybe it’s the class system. The rich have money but rarely make movements. The poor have an anger, a fire that propels them to form bands, creative tribes and style groups. When your world’s grim, you create your own. The rich could buy the clothes, but they never looked cool. You see West Indian people coming down the gangplank from the Windrush, in the face of struggle and adversity, they express themselves by looking fabulous. That’s where real culture begins: in struggle, in attitude, in style that can’t be bought.
