In a city where creative curiosity envelopes the sidewalk as boldly as it moves the runway, Jozi’s ever-evolving street culture forms the very essence of life to those in and around its surrounds. It’s no secret that where Mzansi lies, the celebration of style expression follows.
Enter PURA Beverage, a locally grown, internationally celebrated business. The better-for-you soda, operating not just as a brand but as a culture, celebrates the need for self-expression. Live a little better in whatever way that lands through your lens of individuality.
In ode to this value, intrinsic PURA took the opportunity to celebrate local style this past weekend at SA Fashion week, where they weren’t just served – they were seen. From front-row designer hands, refreshing the backstage pulse of models and creatives, to hitting the streets with Shelf Life Run Crew led by style icon Tokyo Black, PURA did double its duty as both an essential refreshment and a bespoke fashion accessory.
“For us, fashion isn’t what you wear — it’s how you move, how you fuel, how you present, and street culture is all about expressing who you are, unapologetically. There’s no place that does it louder or prouder than Jozi. From the sidewalks to the galleries, it’s all about making a statement. PURA hits the same. Clean, bold, and true to self. Whether it’s through what you wear or how you move, we’re both about living a little better, your way. PURA’s got that real flavour. It slides into your look like it’s been there forever. No sugar rush, no gimmicks. Just pure refreshment for better lives.” Tokyo Black, Street Culture Curator and Fashion Insider
As the city pulsed with fashion drops, street link-ups and cultural mashups, PURA flowed seamlessly through it all, reflecting Jozi’s individuality, grit, and global taste.
Why it Hit Differently
- Natural Ingredients, Nothing to Hide
With no artificial additives and no sugar overload, PURA was the refreshing reset Jozi’s fashion week needed — a clean, conscious choice that kept creators, stylists, and runners refreshed and ‘high-vibed’ all weekend long. - Understated Sparkle, Not Overly Sweet
With its subtle fizz and heightened flavours such as Seville Orange and Pomegranate, PURA is not pretending to be something it’s not — it’s the type of sip that brings exactly the right amount of buoyancy between shoots, on-the-go creative, or while plotting your next look. - Low Sugar, High Style
In a world where everything — from sneakers to skincare — takes centre stage, refreshment that feeds both your body and your aesthetic is not up for debate. PURA delivers the glow without the crash. Skin on point. Energy intact. - Slim Design, Fashion-Friendly
Don’t pretend aesthetics don’t matter. With its sleek, minimalist can design, PURA is just as at home in the style squad. Whether sitting next to a Balenciaga bag or as part of a flat-lay with a streetwear haul, refreshment that looks just as good as it quenches? Say no more. - Locally Made, Internationally Trending
Rooted in South Africa and attuned to global wellness culture, PURA is the best of both worlds: proudly local, naturally international. It’s the perfect pairing for a fashion week that celebrated both heritage and innovation.
This wasn’t a campaign. This was a cultural cue. PURA didn’t sponsor Fashion Week — they chose to live it, breathe it, and refresh it. The brand was there in the rhythm of the runways, the after-hours collaborations, and the morning-after briefings.
