PURESt in a nutshellPURESt interprets the idea of excellence, conveying passion and a sense of responsibility, quality and purity, elegance and style, craftsmanship and unique authenticity in the world of pure Cashmere accessories.

PURESt designs, produces and promotes its Collection of high-profile and finest quality Cashmere Accessories. The Collection is designed in Italy by well-known talented fashion designers and produced in Nepal by a small family business, in the spirit of the ancient textile tradition.PURESt Priceless Collection 2012 presents shawls and stoles for ladies, men and children, soon to be followed by the PURESt Home and PURESt Travel lines.Our Priceless Collection features a meticulous search for details and a contemporary and minimalist mood, yet refined and elegant embodying a strong craftsmanship identity.

PURESt is designed for a demanding Clientele who cherish the rarity of intrinsic beauty and the authenticity of exclusive materials and manufacturing.

The Grade-A pure Cashmere yarn used to weave PURESt products mainly comes from Inner Mongolia, a region universally recognized for its high quality productions. Garments are coloured with ecofriendly and AZO-free pigments and both fulling and finishing stages are entirely hand-made.The whole manufacturing process of one PURESt stole requires not less than four hours, which further contributes to its refinement and “caressing” texture.

PURESt enhances and supports its craftsmanship tradition by protecting the best regional products and is committed to genuine principles of social and ecological sustainability in all its activities.

You can find the PURESt Collection at selected points of sale in Europe while our E-Flagship Store offers a selection of items in available limited number.

In addition to proposing its new lines and models, PURESt makes available its expertise and the relationships it has developed with selected Partners for “white label” productions tailored to Customers needs.PURESt is also a specialist in Luxury Corporate Gifts providing personalised solutions for garments and packaging.

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Jan 12purest.com

Priceless Collection Spring-Summer 2013

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The new Priceless Collection by PURESt for the spring-summer 2013 consists of six new models featuring a refined yet always sober design, extreme lightness thanks to the very fine Cashmere yarns with which they are weaved as well as the large size of the grand carré and a choice of over 30 innovative colour shades.

All of this in keeping with the philosophy of excellence and quality, authenticity and sustainability that have always characterized the PURESt brand. Especially noteworthy are the extraordinary raw materials of the highest quality and purity (Grade-A) exclusively originating from inner Mongolia, the craftsmanship that characterizes all stages of production and processing which are carried out in Nepal according to traditional methods and also, with regard to design, the Collaboration with Italian Fashion designers of acclaimed talent.

The new PURESt Summer Collection is enriched in particular with the Voile d'été model of lightweight stoles, characterized by the use of the finest yarns. A precious garment, both for women and men, especially suited for the summer season given its weight of only 50 g of Cashmere for the 100x200 cm wraparound model.There is also a version with scarf hem and a second version including a vertical fringe in a contrasting natural grey shade and the 100x100 cm carré. These almost impalpable and soft plies are even more noticeable in the bright and eco-friendly colours proposed which include Acai purple, Kumquat orange, Papaya yellow and Guava red, all colours that are reminiscent of the atmosphere of exotic places.

The Summer Cloud model, inspired by the lightness and transparency of the Voile d'été, is of smaller size (80x160 cm) and made by combining two plies. The first has a natural white colour that reveals soft, pastel tones such as the Light peach, the Seawater or the Light plum shades selected for the second ply, thus creating a gentle and soothing colour effect. Furthermore, the fact that the two plies are not perfectly overlapped but slightly mismatched creates an elegant and almost imperceptible frame on two sides of the stole.The very soft and natural feel of the hand is also the result of the handwork that distinguishes each garment produced by PURESt, in particular the handmade fulling, dyeing and finishing processes.

The contrast between natural colours and those of the Collection, along with their particularly large size, are the most obvious features of the St.Tropez and the Himalayan Carré models, where tradition meets contemporary style and exclusivity, due to the unusual size and fine details. The elegant PURESt grand carré (160x160 cm), designed also for the shoulder season, is probably one of the biggest carré ever designed, but it retains lightness and transparency thanks to the extremely fine yarns employed and its accurate craftsmanship.

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These two exclusive models designed by PURESt in particular combine two sections. The St.Tropez model, features one in natural gray and the other coloured in the Light peach, Dragon fruit purple or Mango orange shades. The sections are joined by a hand knotted fringe along the height of the stole through a knotting process, which results in a precious two-colour fringe. When wearing the stole, a special play of lines and contrasting colours will be created. Once again, the combination of high quality, design research and haute couture.

Our Himalayan Carré, also in pure Cashmere sized 160x160 cm, is an evolution of the St.Tropez model. This model combines a more classic section with herringbone pattern in natural colours, which accurately represents the textile tradition and craftsmanship of Nepal, with a second coloured and trendy section in the Light Lime, Light plum or Carambola yellow shades. The two-colour vertical fringe joins the two sections just as in the St.Tropez model.

The Fluo Lightening model is a stole with the same herringbone pattern as the Himalayan Carré but with the horizontal insertion of very thin frames of brilliant pigment, that give the natural coloured stoles an ethereal flash of light, which is typical of the PURESt philosophy but also trendy and sparkling.

The final item in the Collection is the Heritage model woven with a diamond pattern: a refined garment suitable for all seasons, which was already part of our previous Collections. Available in five natural colours as well as in the colours of the Collection, and now also in the elegant dimensions of 100x200 cm. Like all stoles in the Collection, the Heritage model is packed in an exclusive cotton bag.

PURESt is committed to the excellence and authenticity of its fashion creations. With this third Collection, PURESt intends to further consolidate its position as a high-end brand in the world of fine Cashmere Accessories, conveying passion and a sense of responsibility, quality and purity, elegance and style as well as exclusive craftsmanship and genuineness. PURESt Priceless Collection for Summer 2013 is displayed in our showrooms in Milan, Düsseldorf and Lugano. More information can be found on purest.com.

PURESt is Milano, Genève, Kathmandu

About PURESt

PURESt designs, produces and promotes its Collection of high-profile and finest quality Cashmere Accessories. The Collection is designed in Italy by well-known talented fashion designers and produced in Nepal by a small family business, in the spirit of the ancient textile tradition.PURESt enhances and supports its craftsmanship tradition by protecting the best regional products and is committed to genuine principles of social and ecological sustainability in all its activities.Our Priceless Collection features a meticulous search for details and a contemporary and minimalist mood, yet refined and elegant embodying a strong craftsmanship identity.

Sep 2012

Priceless Collection 2012PURESt Priceless Collection is inspired by several themes featuring different colours, weaves and weights of yarns and also characterized by different design, packaging and exclusive details.

All garments are made with the extraordinary raw materials originating from Inner Mongolia; this is where the best Cashmere fibres in the world are produced, thanks to the extreme climatic conditions and the expertise developed over centuries. PURESt garments are weaved with the purest Grade-A Cashmere yarn with fibre diameter and length among the most exclusive in the world (15 microns, respectively, and between 33 and 36 mm in length) and a twist of the yarn that further enhances the finesse of the garment. All factors that give unparalleled elegance, softness and resistance to the plies created by PURESt .

The spices set is designed as a unisex collection and draws its inspiration from the search for colors evoking the herbs, roots and seeds that farmers from the surrounding valleys, use to bring to the Asan market in Kathmandu. The shades of sesame, cinnamon, paprika and curry powder softly and harmoniously alternate in the extremely lightweight plies of stoles and shawls. Plies of the purest Cashmere woven with the most exclusive yarns in the world, uniquely soft and strong, among which our famous ring-shawl measuring 70 x 210 cm has place of pride: with its supple and ethereal feel you can slide it through a tiny ring, despite its dimensions. The spices set plies are also characterized by details which are only visible against the light, made from the complex interweaving of warp and weft threads outlining frames and intersections of imperceptible lines.

The design set, including items for men, women and children, is also characterized by the pure quality of its yarns, which are used with different fineness and weaves, from twill, plain and basket to the classic diamond.

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Away from the neutral colours of the previous set, the design set uses brilliant and vibrant colour shades, starting with the selection of natural colours (from white to brown and grey) up to the boldest shades like fuchsia, teal blue, emerald green, orange all the way to yellow cadmium. The hand-made finishing of the stitches, scarves trims and top-stitched ribs, the fringe inserts and the intriguing combinations of patterns that make up this set, give the Priceless Collection a markedly contemporary style mixed with a strong craftsmanship identity where the finishes performed by expert hands are evidence of quintessential Italian tailoring.

The Collection also features the colour set, a selection of middleweight and lightweight shawls spanning the chromatic scale from light to dark colours; it includes pieces from the “acid” set, with bold and contrasting colours, and nuances more in line with fashion trends, thus perfectly embodying a totally contemporary quality product.The shawls are decorated with a pattern woven into the warp with a thicker and fluffier thread along the selvage of the fabric.

Lastly, the natural set, is the real soul of PURESt, consisting of a selection of scarves and shawls in the ring-shawl proportions and weights, where softness and smoothness reach their utmost expression; this is obtained by weaving the yarns twisted with the best fibres in their natural colours: from ecru and beige to dark brown and from the whites all the way through to the various shades of grey. The plies boast a soft and impalpable hand, very comfortable to the touch, warm and fluffy; also in this case this is achieved through the unique and ancient technique of manual fulling performed by “massaging” the stole just before pressing and after the weaving, washing, and fringe knotting processes.

The natural set is the ultimate expression of excellence in Cashmere shawls; the excellent quality and tradition embodied in our Priceless Collection and which makes PURESt products totally unique.

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Jan 12purest.com

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The Story of PUREStMilano - Genève - Kathmandu

“Beauty is Truth, Truth is Beauty - that is all.”(John Keats, 1795-1821)

My name is Patrick Garbini and I am the Founder and Managing director of PURESt .PURESt embodies the enthusiasm for life, the passion for discovery and adventure, the pleasure for beauty and style, the challenge that turns into a business project, the journey made of places but also of meetings and emotions, the awareness of the need of a high-ranking project that could be ethical and multi-localized at the same time.

It was during a hot summer day in 2009 that the vision started to take shape. The idea that what I had seen in Nepal two years before could become part of a wider project. The best raw materials, a personal and refined style, a carefully chosen but sober design, the appreciation of manual abilities and ancient knowledge, selected boutiques, a small collection that, from the narrow circle of friends, would extend to all the connoisseurs of quality products who could then enjoy the privilege of buying extremely pure and rare articles.Maybe it was the stimulus of the experience gained in recent years, maybe it was simply my attitude to challenges, the fact is that after only a few weeks I found my house full of samples of Cashmere shawls. Many discussions, exhibitions and visits. The experts in precious fibres gave their unanimous opinion: extraordinary.The precious Nepalese shipment was appreciated. The quality, but most of all the craftsmanship and the authenticity evident to the eye and touch were appreciated.

That vision was certainly to be perfected and obviously accomplished. It was so that, in January 2011, the real challenge started. I left the certainties I had built up to that moment and devoted all my energy to the Business Project, following partly Family tradition and partly my desire of independence and my spirit of enterprise. A number of analyses and considerations, lots of paper and scores of meetings; then, after few months, the philosophy and business model of PURESt came into being.In a nutshell: the excellence of materials meeting design, style and research, real tradition, manual skill and craftsmanship of Made in Nepal, social and environmental sustainability. The best of excellence, a whispered luxury or, daring a comparison: the idea of Slow Food applied to Cashmere.

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A clear vision, strong and very ambitious: to become a landmark in the world of Cashmere luxury accessory.

PURESt: the rediscovered luxury, synonymous with excellence and quality, manual skill and craftsmanship, respect and purity.

PURESt is Milano, Genève, Kathmandu

Milano… that is style, design, elegance. Here, the superiority of the raw material from Inner Mongolia and the “Woven in Nepal” meet ingenious creativity and Italian style.“If I make it, I make it well”, therefore, besides passion and commitment, I was supported by great professionals in this field, near to my philosophy and able to give voice to the soul of the product, from the creation of exclusive collections, through the product design, up to the conception of packaging and communication.

Genève… is my identity, my history, my homeland. A great example of excellence in the preservation and appreciation of traditions and differences but also in the idea of luxury as something handmade, precious and antique which is handed down as it is done in the great watch-making houses.

Kathmandu… means my passion for journeys and explorations, for cultures distant in time and space, my unexpected meeting in February 2007, during a long, exploratory journey on the Indian Continent, which took me to the slopes of the great Himalayan Chain, visiting the Kathmandu Valley. While I was walking along the chaotic and noisy streets of the ancient town, among temples carved in the wood, clouds of spirituality and incense which followed groups of devotees towards places of prayer, little scented outdoor markets, almost by chance I met a young entrepreneur who, like many others, has turned the production of Cashmere articles into his mantra. I soon realized, however, that there was something substantially different in his philosophy. He talked to me about quality Cashmere, the under fleece of the capra hircus (goat), natural dyes, the small family business, the ancient history of Nepalese pashmina and the wish to give it back the prestige it deserves. He explained to me how he had voluntarily chosen a different way and he illustrated its excellence: the best fibres, woven on authentic antique looms, an ancestral tradition of handicraft, passed from generation to generation, to be jealously preserved.A few hours after that, on the aeroplane, some fine Cashmere stoles with me in my suitcase, I was proud of my extraordinary discovery, happy to take home something special.

From the evolution and the interpretation of the original philosophy comes a unique and eternal collection.The essence of extraordinary skills, the appreciation and respect of ancient, established values, almost imperceptible details of refined elegance.A pure experience, or rather PURESt

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Jan 12purest.com

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PURESt IS THE PURESTOF GRADE-A CASHMEREPURESt IS THE EMOTIONOF A SOFT, SILKYAND VELVETY HANDPURESt IS THE WONDEROF MAGIC LOOMS,EXTRAORDINARY SKILLSAND WELL-GUARDED SECRETSPURESt IS THE ESSENCEOF MANUAL SKILL,CRAFTSMANSHIP, PRACTICALWISDOM AND TRADITIONPURESt IS THE AMBITIONAND WILL TO ACTIN AND FOR A BETTER WORLDPURESt IS AN ETHICALAND CRYSTALLINE BUSINESS IDEAPURESt IS WHAT REMAINSIMPRESSED IN YOUR MEMORYAND IN YOUR HEARTPURESt IS THE EXALTATIONOF EXCELLENCEPURESt IS THE MARKOF OUR TIMEPURESt IS A DECLARATION OFPURPOSE AND AN ACT OF FAITHPURESt IS PURE STREET,THE WAY LEADING TO PURITY PURESt IS GOING TO THE HEARTOF THINGS THAT COUNTPURESt IS VALUE,RESPONSIBILITY, QUALITYAND TRUTHPURESt IS FEELING CLEAN INSIDEAND OUTPURESt IS MILANO, GENÈVE,KATHMANDUPURESt IS WANTING TO BERECOGNIZED ONLY BY THOSEWHO ARE ABLE TO DO SOPURESt IS OUR STYLEPURESt IS…

purest.com Sep 12