One-Hundred Percent Pure Love!

We love Pure Yoga in NYC! When the opportunity presented itself to collaborate with them, we of course jumped at the chance to make it happen.

We're absolutely thrilled to be working with Pure on creative ways to promote their SUP Pure Beach Party classes with Jimmy Burgio on July 10th and 24th at Pure West. These fun-filled specialty classes are tropical-themed and inspired by SUP yoga. Participants will enjoy a great workout while expanding their practice by using an Indo Yoga Board. They'll also receive complimentary cocktails and a FREE pair of limited edition, co-branded Vira Sun x Pure sunglasses (while supplies last). Register now.

Inspired by blue skies, sunny weather and lazy days at the beach, this summery colorway (Translucent Blue / Polarized Orange Mirror / Bamboo) was carefully crafted to align with Pure's refined aesthetic. As a special treat, you’ll find the Pure mantra “One Intention, Many Practices” laser-etched on the inside arms of each pair.

In the event you can’t make it to the SUP Pure Beach Party classes to receive a free pair of shades, don’t worry! Starting July 10th, our collaborative "Sunnies for Yogis" will be available for sale ($40) in the Pure Boutiques at the East Side and West Side locations.

We can’t believe how lucky we are to be sold in such prestigious studios with some of the best instructors, workshops and yogis in the world. Now that's what's SUP!