Collection: PUREAI
Puraai is not just a footwear brand, but a story that moves between the nostalgic atmospheres of analogue films and the dynamism of contemporary metropolises. Founded by designers Federica Murer and Emiliano Aiardi, who were joined by Andrea Redi in 2023, the brand was born from an intuition gained during a trip to Tokyo: a small Japanese ideogram indicating "reuse". From here, the name Puraai comes to life, a poetic union between the concept of "pura" (plastic) and "ai" (love), which transforms material recovery into a statement of aesthetic intent.
Puraai collections evoke the aesthetics of iconic 70s runners and sneakers with crepe soles, reinterpreting them with modern volumes and a palette of dusty, natural colours. Each model, from the famous Polly Evergreen to versions in bio-based materials and recycled nylon, is designed to offer millimetre-perfect comfort, capable of being loved from the very first step. Choosing Puraai means embracing a philosophy that knows how to look at what we loved yesterday to transform it into what we will love tomorrow, in a perfect balance between memory and evolution.
