AuthenticateIT Warranty Registration

AuthenticateIT is a wonderful app we are working alongside that allows you to register your PURE garment, connect its warranty to yourself, and verify you have a genuine PURE product and not an imitation.

To register your details on the AuthenticateIT app, you'll need to scan the unique Datamatrix code on the swing tag of your PURE purchased garment using the app, available for download at the App Store or Google Play. This registers your PURE garment and gives you ownership over the three-year unconditional warranty and the ability to pass the warranty on if you decide to sell it or gift it to another.


 Click the image above to see step-by-step instructions on how to register your PURE product with Authenticateit.

Click the image above to see step-by-step instructions on how to register your PURE product with Authenticateit.

The PURE Apparel Life Cycle

Everything on Earth has a natural life-span, a beginning, a middle and an end. At PURE, we embrace the idea of our clothes having a life and purpose that’s natural and sustainably full circle.  Every stage of a PURE products life has been designed and planned out by us so as to have the greatest positive impact possible.

The Beginning

When you buy a PURE product, we provide a three-year unconditional warranty. We have also partnered with AuthencticateIT, an App you can download from the App Store or Google play.

  • You must register your details within the AuthenticateIT App and scan the unique QR code on the left side of the swing tag. This assigns the garments serial number embedded in the barcode to you and gives you ownership over the warranty. You also have the ability to pass the warranty on if you decide to sell it or gift it to another.

 The Middle

After three years of wear and active use, we encourage our customers to take advantage of our 10% Guaranteed Buy Back option. This allows you the chance to enjoy the latest innovative advancements in our PURE products while helping your used PURE products enjoy a second life.

10% Guaranteed Buy Back Procedure

  • You can go to any PURE dealer and hand in your used PURE garment and receive 10% of your original purchase price, off your next PURE product, or can donate this money to charity.
  • ALL returned PURE products are then donated to appropriate aids in colder climates.

The End

After one year of being donated, we drop-off the next batch of returned PURE apparel and take the original returned PURE apparel back for recycling to be turned into something else.

And so the cycles repeats.

Why do this?

We live in a time where technology and innovative endeavours are constantly changing the definition of what is possible. We embrace the knowledge that each of our PURE Collections will be better and more environmentally sustainable than our previous.  We encourage you to give our products an active life and to then please recycle your PURE product with us. Travel Far. Live Pure.