Pura was founded by Maria Knight. Maria grew up in Sevilla, Spain, surrounded by women who understood the value of making things well — a grandmother who knitted for her family, and a mother, a trained seamstress, who taught her that craftsmanship isn't only about how something looks, but how it fits, how it moves, and how it lasts.

After years working across the fashion industry, Maria started Pura to return to what she felt was missing: clothing designed around the person wearing it, not the other way around. You can read her letter to our customers on Our Story.

It's the line we return to in every decision we make. We believe what really matters is how a piece feels, how it's made, and what lasts. Not what's new this week. Not what's trending. Not what's loudest in your closet — but what you actually reach for.

Every Pura piece is designed with that in mind: clarity, intention, and the kind of versatility that earns its place in your wardrobe again and again.

For press, media, and editorial inquiries — including interview requests with our founder, brand assets, or high-resolution imagery — please reach out at press@puracashmere.com and our team will follow up.

Yes — we'd love to have you. Follow along and share how you wear yours:

• Instagram: @puracashmere
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• Threads: @puracashmere
• Pinterest: Pura Cashmere
• YouTube: @puracashmere

We use the world's finest cashmere — long-staple, ultra-fine fibers selected from premium lots and spun by world-class mills. Our highest specification is called Royal Cashmere: Grade A fibers in the 14–15.5 micron range, engineered for cleaner surface, beautiful drape, and lasting shape.

The full breakdown — fineness, staple length, ply, twist, gauge, and spinning method — lives on Cashmere & Fabrics 101. For the exact specs of any individual piece, see its product page.

Royal Cashmere is our highest specification — the cashmere we use across our premium pieces. Three things make it different:

• Fineness. Grade A — fiber diameter in the 14–15.5 μm range, which is the finest cashmere classification that exists. Most cashmere on the market sits between 16 and 19 microns. Finer fibers feel softer against the skin without aggressive brushing or chemical softeners.
• Staple length. Long fibers spin into stronger, more stable yarns — meaning less pilling over time, better shape retention, and a sweater that ages well rather than tires out.
• Construction. Tight-sorted and engineered for a clean, uniform surface with refined stitch definition.

Softness comes from the fiber itself — not from processing. That's the difference you feel from day one, and the difference you keep feeling years later.

SUPIMA™ is an extra-long-staple (ELS) American cotton — the same species as legendary "Sea Island" cotton, and the Egyptian ELS cottons people often associate with luxury. Longer staples spin into smoother, stronger yarns, which is what gives SUPIMA™ its silky feel, lasting shape, and resistance to pilling.

We use SUPIMA™ exclusively for our cotton pieces — including our Fisherman collection — because it delivers comfort you'll feel today and durability you'll appreciate a year from now. It's also rare: SUPIMA™ is well under one percent of global cotton production.

You can shop the collection at 100% Cotton.

Each material has a purpose. Here's how we think about it:

• 100% Cashmere is our signature — pure cashmere for unmatched softness, warmth-to-weight, and the way it ages with you.
• Cashmere Blends pair cashmere with silk, cotton, or wool to add drape, structure, breathability, or seasonal versatility. A cashmere-silk piece, for example, has a fluid drape and subtle sheen that pure cashmere doesn't offer.
• 100% SUPIMA™ Cotton is our year-round, breathable option — most polished in our Fisherman pieces.
• Cotton Blends add structure or wrinkle resistance to cotton's everyday comfort.
• Linen, silk, wool, and alpaca appear in seasonal pieces where they earn their place.

If you're not sure which is right for you, our customer experience team is happy to help — reach us at support@puracashmere.com or via the chat bubble at the bottom of any page.

Yes — sustainability and responsible sourcing are built into how we choose every fiber and every partner.

We start with natural fibers (cashmere, cotton, linen, silk, wool, alpaca) and work with mills and supply chains that meet our standards for craftsmanship, traceability, and responsible practice. Our cashmere yarn is sourced from spinners certified to the Good Cashmere Standard, which sets criteria for animal welfare, environmental responsibility, and fair labor for cashmere goat farmers.

We also build for longevity. The most sustainable garment is the one you wear for years rather than seasons — and that's the standard every Pura piece is designed to meet.

For more, visit our Sustainability page.

Pilling is a natural characteristic of soft, fine yarns — not a defect. It happens when everyday friction (arm swing, bag straps, seatbelts, layering with coats) lifts short surface fibers and tangles them into small balls. You'll see it most where there's the most contact: under the arms, along the sides, at cuffs and elbows, and at the neckline when layered.

Here's something most people don't know about high-grade cashmere: it pills at first like any cashmere — but the difference is, ours pills much less over time. The ultra-fine hairs in our Royal Cashmere (14–15.5 microns) are spun tighter and packed more densely into the yarn. So once the loose surface fibers shed in the first few wears, there are far fewer left to come loose. The piece settles into a smooth, long-wearing finish — and from there, it pills less and less over time.

Lower-grade cashmere doesn't behave this way. Because the fibers are coarser and less tightly spun, loose hairs keep working their way out at roughly the same pace for the life of the garment, so the pilling continues year after year.

Our cashmere does most of its shedding in the first few wears, then settles in for the long haul. A quick de-pill with a cashmere comb in those first weeks is the small investment that pays off for years.

For full care guidance, see Care & Storage.

You'll need a soft measuring tape and a mirror. Wrap loosely — not tight against the body.

• Chest: Wrap the tape measure around the fullest part of your bust, keeping it level under your arms.
• Waist: Wrap loosely around the smallest part of your waist, just above your navel.
• Hips: Wrap around the widest part of your lower hips.

If you fall between two sizes on the chart, see Question 4 below.

It depends on the piece and how you like to wear it. As a general guide:

• For relaxed or oversized styles (Long Cashmere Cardigan, Fisherman pieces): size down for a more fitted look, or stay true to size for the intended drape.
• For slim or classic styles (V-Necks, fitted crewnecks): size up if you prefer more room or layering ease.
• When in doubt: the customer fit scale on each product page is the best signal. If most customers say it runs slightly small, size up.

Still not sure? Reach out at support@puracashmere.com or chat with us at the bottom of any page — we're happy to help you decide.

If cared for properly, your Pura pieces should hold their shape beautifully for years.

• Stretching is most often caused by hanging knitwear instead of folding it. Always fold your sweaters and store them flat — hangers create shoulder distortion and can drag fine yarns out of shape.
• Shrinking is almost always caused by heat. Avoid the dryer, avoid hot water, and avoid pressing knits with a hot iron. We recommend dry cleaning as the safest default; if you're washing at home, use cold water, lay flat to dry, and follow the care instructions on the label.

Our Care & Storage page has step-by-step guidance for washing, drying, storing, and reshaping if needed.

We currently offer women's sizes XS through XXL (00–18) and men's sizes in their own range. We don't yet have dedicated petite or tall lines, but many of our styles — particularly relaxed cardigans, oversized pullovers, and Fisherman pieces — are designed with proportions that work across a range of heights.

If you'd like a recommendation based on your height or proportions, the customer reviews on each product page are full of detail from buyers of all heights and body types, and our team is always happy to help — reach us at support@puracashmere.com.

Three reasons:

• Consistency. Professional cleaners use the right solvents, temperatures, and finishing techniques for delicate fibers. There's no guesswork.
• Protection of fit and hand. Dry cleaning helps prevent the shrinkage, felting, and distortion that can happen when fine knitwear is washed at the wrong temperature or dried incorrectly.
• Longevity. Cashmere's natural oils help resist odors and keep the yarn supple. Most days, a brief air-out and a light steam between wears is enough. Frequent washing — at home or otherwise — fatigues the fibers faster.

That said, we know some customers prefer to care for their pieces at home. If you do, the care label on the garment is always the authoritative guide.

Less often than you might think. Cashmere fibers contain natural oils that help resist odors and keep the yarn supple, so frequent washing actually fatigues the fibers and shortens the life of your piece.

For most pieces, a light steam and a 20–30 minute air-out between wears is enough to refresh them. Clean only when needed — for visible stains, lingering odor, or after the season ends.

When your piece does need cleaning, dry clean it.

Lay the piece flat on a smooth surface. Use a cashmere comb in light, single-direction strokes — let the tool lift the pills rather than pressing down or sawing back and forth. Work slowly around high-friction areas (under the arms, along cuffs) and avoid dragging over seams.

For more stubborn spots, a gentle fabric shaver on a low setting works — keep the knit flat and taut, and check your progress frequently. Finish with a light steam to relax the fibers and restore the hand.

New pieces may need one or two quick touch-ups in the first few wears; after that, pilling naturally tapers off.

For the full how-to, including which tools we recommend, visit Care & Storage.

Clean storage is your best defense. Moths are attracted to body oils, perfume, and food residue on garments — which is why we recommend dry cleaning before any long-term storage. Cedar and lavender are natural deterrents; refresh cedar blocks seasonally and replace lavender sachets when their scent fades.

If you find moth damage on a piece, isolate it immediately, seal it in a bag, and freeze for 48–72 hours to kill any active larvae or eggs. Then have it dry cleaned and return it to a freshly cleaned storage area.

We recommend dry cleaning specifically to avoid these issues — they're almost always caused by heat, water, or improper handling at home.

If something has gone wrong with a piece and you believe the care label was followed, please reach out at support@puracashmere.com with a photo and a brief description of what happened. We'll review it case by case.

Please note: damage that results from at-home care that deviates from the care label, or from cleaning by a non-professional, is generally not covered.

Each material has its own care needs, and the label on each piece is always the authoritative guide. As a general rule:

• SUPIMA™ cotton — refer to the care label; many of our cotton pieces can be machine-washed cold and laid flat to dry, but always check the label first.
• Linen — washed linen softens beautifully over time. Follow the care label; we generally recommend cool water and laying flat to dry to preserve the hand.
• Silk and silk blends — dry clean as the safest default.
• Denim — wash sparingly, inside out, in cold water. Follow the care label for any specific guidance.

For any piece, when in doubt, dry clean.

Once an order is submitted, it enters our fulfillment system quickly so we can get your piece to you as soon as possible — which means we're typically unable to modify or cancel it.

If you've just placed your order and need to make a change, please contact us at support@puracashmere.com as quickly as possible. We'll do our best to help, but we can't guarantee we'll be able to make changes before the order ships.

If your order has already shipped, you're welcome to start a return or exchange once it arrives. See our Shipping & Return Policy for details.

A declined payment is usually one of three things:

• A typo in the card number, expiration date, CVV, or billing ZIP code. Double-check each field.
• The billing address on file with your card doesn't match what you entered. Card issuers verify these on most online orders.
• Your card issuer flagged the charge for fraud prevention. This is the most common reason — especially on first-time orders or higher-value purchases. A quick call or message to your bank usually clears it.

If you've checked all three and your card is still being declined, try an alternate payment method or reach out at support@puracashmere.com and we'll help troubleshoot.

Sales tax is calculated at checkout based on your shipping address and applicable state and local tax laws. The exact amount will be shown before you submit your order.

We're required to collect sales tax in states where we have a nexus, in accordance with U.S. tax regulations.

Yes — and we recommend them on our most popular pieces.

Many of our best-selling styles go up for Pre-Order between production runs. If a piece is available for pre-order, the Add to Cart button on the product page will say "Pre-Order" and show an estimated ship date. You pay at the time of purchase, and your piece ships as soon as our shipment arrives at our warehouse — typically within 48 hours of restock.

A few things worth knowing:

• Pre-ordering reserves your size and color. Our most popular pieces sell out fast when they restock; pre-ordering is the most reliable way to make sure you get one.
• Ship dates are estimates, not guarantees. We update the product page routinely as we get shipping updates, so it always shows the most current estimate — the product page is the best place to check your latest ship window.
• You can cancel anytime before your piece ships, for a full refund. Email support@puracashmere.com from your order email with your order number. Once it ships, a return or exchange follows our standard policy. (Cancel and re-order later, and your new order joins the queue by its new date — which may push your ship window out.)
• You'll get an order confirmation at purchase and a shipment notification when it ships.

For full pre-order terms, see our Return & Refund Policy. For a question about a specific pre-order, reach out at support@puracashmere.com.