At first glance, this is an ordinary rib-knitted hat with a wide turn-up. At second glance - and especially when you touch it - the special thing becomes apparent: the material. A good half of the yarns are made from baby alpaca. It is incredibly fine, soft and warming and one of the most valuable natural fibers of all. A good third is skin-friendly, breathable organic cotton, which also improves the durability of the hat. The rest is soft merino wool, which also contributes to the warming properties.

Bensheim—a town otherwise best known for its historic architecture, fine wine, and sheltered location on the slopes of the Odenwald—is home to the Pure Pure label. And perhaps it is precisely this proximity to and daily contact with nature that have significantly inspired Pure Pure’s philosophy. In any case, the name says it all: the products are designed to convey pure joy when worn, and the materials from which they are made are minimalist. The focus is on high-quality natural fibers such as cotton and wool—sourced wherever possible from certified organic farming or certified organic animal husbandry—as well as European linen, baby alpaca, and renewable cellulose fibers like Lyocell (TENCEL™). The company also prioritizes corporate responsibility beyond its own production: Pure Pure is a member of the cross-industry Bundesverband Nachhaltige Wirtschaft e.V. (Federal Association for Sustainable Economy), a business association dedicated to climate protection, resource efficiency, and diversity in the economy.

Staining of light-coloured clothing, furniture and other objects is possible.