Jozi’s streets don’t just walk – they strut. Where creativity fuels the pavement and runway alike, Mzansi’s heartbeat thrives on unapologetic self-expression. And when PURA Beverage steps into the scene, it’s not just about refreshment – it’s about culture.
This past weekend at SA Fashion Week, PURA didn’t just show up – it showed out. Front-row sips for designers, backstage fuel for models, and street-side vibes with Shelf Life Run Crew led by style kingpin Tokyo Black. More than a drink, PURA became the ultimate fashion accessory – clean, bold, and effortlessly cool.
“For us, fashion isn’t what you wear — it’s how you move, how you fuel, how you present, and street culture is all about expressing who you are, unapologetically.
“There’s no place that does it louder or prouder than Jozi, ” said Tokyo Black, Street Culture Curator and Fashion Insider.
“From the sidewalks to the galleries, it’s all about making a statement. PURA hits the same. Clean, bold, and true to self.
“Whether it’s through what you wear or how you move, we’re both about living a little better, your way.
“PURA’s got that real flavour. It slides into your look like it’s been there forever.
“No sugar rush, no gimmicks. Just pure refreshment for better lives.”
Why PURA Owned the Scene
- Natural Swagger, Zero Fake Moves – No artificial junk, no sugar crashes. Just clean sips keeping Jozi’s creatives glowing all weekend.
- Subtle Fizz, Major Flavour – Seville Orange & Pomegranate? A vibe. Perfect for runway pit stops or plotting your next drip.
- Low Sugar, High Flex – Skin poppin’, energy locked in. Because hydration should be as stylish as your ‘fit.
- Sleek Can, Big Statement – Balenciaga bag or streetwear flat-lay? PURA’s minimalist design fits right in.
- Local Roots, Global Cool – Born in Mzansi, celebrated worldwide. Just like Jozi’s fashion scene—heritage meets hype.
This wasn’t a sponsorship, it was a cultural takeover.
PURA didn’t just sponsor Fashion Week; it lived it, breathed it, and refreshed it. From runway buzz to after-hours collabs, the brand flowed through Jozi’s veins like a fresh beat.
The PURA Beverage Company, launched in 2017, has skyrocketed as a global “better-for-you” soda disruptor.
With zero artificial nonsense and all-natural flavour, it’s winning shelves from the US to Europe and the Middle East.
Based in Cape Town with operations in the UK, PURA is on track to hit $1 billion in brand value—proving that when culture and refreshment collide, magic happens.
PURA x Mzansi? A match made in Jozi’s streets.
Major retailers, including Checkers, Spar, Pnp and Clicks, with prices ranging between R14.99 – R16.99 per can.
