Many individuals across the country are having a hard time facing the quarantine protocols amid the pandemic. While larger cities such as Los Angeles have adjusted to the circumstances, there are still those impoverished towns whose folks need protective equipment such as face masks. For this reason, fashion company JPURE stepped in to fill the need, while still embodying their brand’s culture and lifestyle.
Ever since the onset of the pandemic, JPURE has given over 9,000 face masks to kids and families in poverty-stricken areas through the Saving Black Lives project, which Joshua defined as a more neutral approach to the Black Lives Matter protests. The company has also donated 600 face masks to delivery personnel and parcel carriers, deemed essential workers in these challenging times. JPURE utilized its sales over the last nine months to fund such donations. Furthermore, the company’s team is also sacrificing portions of their pay to fuel the projects.
The philanthropic fashion brand was initially a company born out of the love for fashion. Over the past nine years, its renowned founder Joshua Smith Bowman spent substantial effort in various pursuits such as venturing into real estate and partnering with a private New York retailer to gain knowledge. Simultaneously, the brand was harnessing local independent efforts to raise capital to realize its vision of producing clothing that people can wear anytime, on any occasion.
During the last six years in his journey, Joshua’s passion for fashion grew even more profound. And so in 2019, JPURE came into fruition. The homegrown Los Angeles company upholds the kind of fashion that is approachable, non-judgmental, and loving. Furthermore, the company believes that fashion is a lifestyle. And so, the creative team is dedicated to producing apparel that is viable for people from all walks of life.
During its early stages in the industry, JPURE strategically landed partnerships from other industry leaders to establish their mark. The company partnered with David Kazmierski to provide their branding and graphic design needs. They collaborated with The Dutch Creative Space by Kari Turner as their primary source for production, coaching, technology, and creative marketing. Such partnerships elevated JPURE’s position in the fashion landscape.
As they moved forward, Joshua and his team eventually strengthened their in-house production capabilities, redefining and urging other brands to do the same. JPURE became one of the first fashion brands to produce and own all their equipment, music, logo, and talents under one roof. They also sponsor every event done through their in-house team.
Joshua highlighted that having such capabilities gives JPURE an edge, especially amidst the pandemic. While other companies fail to produce content because of the health restrictions and safety protocols, the company produced three photoshoots set in physically distanced soirees and respected local ordinances. “We accomplished this through building our own website and designing our own products and merchandise from start to finish,” said the CEO. They also strengthened their social media and street promotions.
“In a digitally dominant world, upgrading and evolving visual content is key,” Joshua said. JPURE focuses on acquiring all the necessary equipment from those needed in photoshoots to launch products. They have purchased DSLR cameras, drones, 360-degree cameras, microphones, green screens, etc. to become a fully-functioning and independent fashion house. Having full control over their production allows the company to embrace a sense of authenticity.
JPURE envisions serving millions of individuals in more ways other than their inclusive fashion. Sooner or later, the brand will serve multiple demographics across the globe.
To learn more about JPURE, visit their website, Facebook, and Instagram.