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JPURE Sets Example for Fashion Brands to Take Action Amid Pandemic



When the pandemic posed many challenges on people’s health and upon seeing how millions are struggling to adequately address the circumstances, JPURE, led by its founder and CEO Joshua Smith Bowman, made it clear that fashion companies are responsibly using their resources to help those in need. 

JPURE was founded in 2019 as a fashion brand born out of genuine love for fashion. It aims to produce clothing that is approachable, non-judgmental, and loving. Over its span in the industry, the brand has left its mark among consumers with their innovative designs. Amid the pandemic, JPURE redirected its efforts in helping impoverished areas by donating thousands upon thousands of face masks to individuals across the country. 

Joshua emphasized that while big cities like Los Angeles are adjusting well to the new health protocols, many towns do not have access to protective equipment. Beyond its mission to create iconic clothing, JPURE believes that fashion should be a tool to uplift others in need progressively. Through its project called Saving Black Lives, the company has given away 9,000 face masks to kids and families still attending school. 

JPURE has also provided 600 masks to delivery drivers and parcel carriers, recognizing that their services are essential to keep everyone safe. The company uses its sales over the past nine months to continually fund their projects. Aside from that, the brand is also home to genuine givers. Their staff has been sacrificing parts of their pay so that they can keep giving to their community.

Indeed, JPURE is a brand that embodies both empathy and fashion. CEO Joshua Bowman spent over nine years incubating the company into what it is today. He ventured into several businesses such as real estate and partnered with a private New York retailer. By doing so, Joshua was able to obtain substantial capital to fuel the company. During those nine years, the brand also received local independent efforts to raise funding. It took almost a decade to build JPURE. Now, their efforts are paying off and even benefiting thousands nationwide through their philanthropic projects.

What’s even more impressive is that JPURE is one of the few fashion brands with a fully-operational and well-equipped in-house team. While many companies are struggling to produce content because of safety protocols, the company has produced three comprehensive photoshoots thanks to their in-house team of creatives. JPURE was able to pull off their production needs while following and respecting local ordinances regarding physical distancing and other crucial health measures.

JPURE adapts to the digitally dominant market and continues to evolve with the times. Over the past months, they have purchased DSLR cameras, drones, 360-degree cameras, microphones, green screens, etc. Because of this, the company is embracing the future of fashion houses that can independently produce and launch its merchandise from start to finish. By doing so, the brand can completely embrace authenticity in its message and take full control over their content.

By taking proactive measures to help those in need amid the pandemic, JPURE has proven that they are more than just a profit-driven company but a fashion brand with a purpose.

To learn more about JPURE, visit their website.

Vanessa Campbell has been a Senior Writer for more than a decade already. She has liaised closely with key members of the Marketing and Leadership team as well as key stakeholders, providing content support for concepts and ideas to take brands to the next level. She has been leading marketing campaign initiatives that have successfully thrived and prosper throughout the years.