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THE NEW pure is the athleisure - designed and developed for training and other athletic activities - and great enough to use it in other settings as well - from work, to school and everywhere in between.

THE NEW pure is a fusion of THE NEW SHE & HIM and Pure Lime - where we, based on the design DNA from THE NEW SHE AND HIM, have added 25 years of experience from Pure Lime to the best qualities and fit for this athleisure collection.

We believe in the joy of movement, whether it is the actual form of association, gymnastics, running, yoga and likewise - or whether it is for the everyday activities  playing, jumping, being together. We believe that a active community strengthens a togetherness feeling, and enriches our lives with energy and positivity.

Our mission is to create a community around this joy, where we can be inspired and inspire each other for activities in everyday life - for children and for adults.

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