The Pure Earth Soul
Every piece of Pure Earth apparel has its beginnings, a soul and a life - that the wearer gives her garment. It inspires and captivates the hearts of those who believe in its origins.
Intricate works of art signify each of designer Rashmi Gogna's pieces, each creation stemmed from traditions, nature and skills that originate in India. The purity of art is preserved in each thread, knot and bead and adapted in modern styles well-fitted for those who can appreciate. The natural fabrics used are lightweight material that lets the wearer feel comfortable and elegant. The breathable garments enable mobility and flexibility in the busy and dynamic lifestyles of today's women. Pure Earth inspires the celebration of life in its vibrance, stories and fitness. Dedicated to the modern women, Pure Earth threads the colours of life and journeys to seek the best in each moment.
We are passionate about
We serve from our hearts to make each customer’s experience memorable and enriching.
We continually innovate by adapting ancient crafts to modern wearable art that can be appreciated by the modern women.
Purity of Nature and Art forms
We recognize the true beauty of Nature by selecting the purest of resources, we also seek to promote the purest of art forms practiced for generations by artisans and craftsmen.
Traditions & Cultures
We show appreciation for heritage by recognizing traditional art forms and cultures and making them relevant to modern society.
Mass is never luxury. Rather than production through mass scale suppliers, Pure Earth recognizes the true value of traditional artisans and chooses to work directly with these Indian craftsmen to develop prints and designs that are solely unique to the Pure Earth brand.
The natural Pure Earth fabric is meticulously hand woven by skilled artisans on Handlooms.
Like the artist’s very own expression of art, the Pure Earth fabric is then painstakingly block printed by hand and painted in bold, vegetable-based dye of eye-catching coloursAt the final stage, embroideries are lovingly hand-applied onto the prized Pure Earth fabric via traditional techniques handed down from the generations.
Every stitch that passes through the eye of the needle is a story unfolding, threading past the entire tale to the present moment. The endurance of the knots last the test of time to reflect tradition presented in today’s spectrum. Expert craftsmen create each garment in the Pure Earth collection with painstaking perfection. These craftsmen are the torchbearers of traditions that have been passed on from generation to generation which in most cases are a couple of centuries old. Like the rich colours of all Pure Earth creations, beautiful stories line every beading and threadwork of the artisans’ hands as they painstakingly complete the pieces.
Pure Earth is the brainchild of Rashmi Gogna. Though her roots lie in India, where she studied traditional Indian textiles and arts at the university, her international travels and friendships have shaped her into a true world citizen. Quite evidently, the fusion of her own cultural heritage with her modern lifestyle in cosmopolitan Singapore is a strong influence on Pure Earth’s designs. In her own words, “Pure Earth is the true amalgamation of my personality and my philosophy.”
The Pure Earth Collection
The collection ranges from cool cottons, tops in cheerful veg-dyed prints for tropical daywear, to stunning, superbly-crafted dresses in sophisticated silks for the soiree, ideal for today’s women in style.
Pure Earth inspires the celebration of life in its vibrance, intricacy and finesse. Dedicated to the modern women, Pure Earth threads the vivid colours of her life and journeys to give them visual expression. The purity of art is preserved in each thread, know and bead and adapted in well-fitted and contemporary styles. Each design is lovingly handcrafted in small numbers only.
Simple yet stylish. Chill by yourself or with friends in cool comfortable cuts in breathable fabrics indoors, outdoors and the beach. Be one with nature.
Stand out at the luncheon or at work in this colourful, embellished piece that feels like it was made for you. A contemporary range that distills ancient crafts for your upbeat urban lifestyle.
Celebrate Festivals and traditions with gaeity and splendour typical of the Sub-continent. Vivid colours and intricate embroiders adorn rich silks to make you feel like a goddess.
Add depth and sparkle with just the right accessory to perfect "The Look". Necklaces, bags, stoles ... each a delectable gem.