Insight Update

PureLime was created in Denmark in 1995 with a simple philosophy:

PureLime was created in Denmark in 1995 with a simple philosophy: to produce women’s active & leisure wear that is Feminine, Functional, Fashionable with a perfect Fit.

PureLime use pure, crisp, innovative Scandinavian design in modern technical fabrics to create outstanding garments and our collections now cover all areas of women’s active and leisure wear from fitness through tennis to leisure wear, running, cycling, dance, yoga, sports bras, our unique seamless baselayer, shoes and accessories ranges.

As well as our clean design, great fit and practicality, all of PureLime’s activewear garments are made from top quality highly technical performance fabrics. Never deviating from the high standards that have been fundamental to PureLime since the company’s formation is, we believe, one of the major reasons for our success.

Athleisure, Sports Luxe, Sports Leisure – call it what you will – activewear is the fashion trend of the moment in both the sports and fashion worlds. And it’s not a here today gone tomorrow fad: according to the Daily Telegraph’s business section, “Athleisure sales have grown by 42pc over the past seven years and are now a £7bn market in the UK, with the trend for yoga pants and fashion-infused sportswear quickly becoming one of the biggest sources of growth for the embattled UK high-street.”

In today’s busy world we at PureLime recognise that there is a far greater fusion between fashion and sports & leisure wear so, for our 2017 collections, our emphasis is on having fashionable sporty garments that perform technically and make you look good whether you’re exercising or simply having a relaxing coffee with friends. Our leisure wear fabrics are light, soft and smooth with a technical touch and designed to be layered – our SS17 & AW17 collections are sure to make the PureLime woman stand out from the crowd with bold prints, bright colour blocks, sheer mesh panels and intricately detailed garment backs being the design cues for 2017.

We believe PureLime is for today’s modern woman. A woman who is individual and does not want to look like everyone else by following the crowd wearing the ubiquitous brands that are seen everywhere. We cherish our relationship with our retail partners and, I hope, really look after them well. We specifically do not sell to the big sports multiples so by buying from PureLime, the specialist retailer can be confident that they will be offering a beautiful desirable premium product that is not available everywhere.

One thing I’ve learned whilst working with PureLime is that the Company never ever stands still and is constantly innovating which makes it an exciting and stimulating place to work. Over the past few seasons we’ve introduced our Women’s Tennis range to the UK and Ireland (we’ve been selling it in the USA for years), then our Seamless Baselayer range was introduced, then our Girl’s Tennis range, then our Plus Size range (for sizes 20-26), then our Girl’s Active Mini and Junior ranges, the list goes on…. you can be sure we will keep on innovating.

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