In a city where creativity spills from sidewalks onto runways, Johannesburg’s street culture isn’t just a vibe, it’s a way of life. Where Mzansi moves, style expression inevitably follows.
Stepping deeper into this energy is the PURA Beverage Company, a proudly South African, globally celebrated brand responsible for redefining refreshment. More than just a soda, PURA champions a lifestyle, one that celebrates individuality, and living a little better, in your own way.
This past weekend, PURA made its mark at SA Fashion Week, where it wasn’t just served, it was seen. From the hands of front-row designers to backstage creatives and street runners led by style icon Tokyo Black and the Shelf Life Run Crew, PURA became more than a drink — it became an essential part of the Jozi look.
“For us, fashion isn’t just what you wear — it’s how you move, how you fuel, how you show up. Street culture is about being unapologetically you. And nowhere does that louder or prouder than Jozi. PURA hits the same notes — clean, bold, and true to self. It slides into your look like it’s always been there. No sugar rush, no gimmicks. Just real refreshment for better lives,” said Tokyo Black, Street Culture Curator and Fashion Insider.
As the city buzzed with fashion drops, street link-ups and cultural mashups, PURA moved through it all — mirroring Jozi’s individuality, grit, and global taste.
Crafted with natural ingredients and no hidden nasties, PURA was the clean, conscious choice that kept stylists, models, and creators refreshed and energised all weekend. Its subtle fizz and vibrant flavours like Seville Orange and Pomegranate delivered the perfect reset — never overly sweet, always high-vibe.
In a world where every detail — from sneakers to skincare — matters, PURA’s minimalist, fashion-forward can, fit seamlessly into the style scene, whether snapped alongside a Balenciaga bag or included in a flat-lay haul.
Rooted in South Africa but resonating with global wellness culture, PURA was the natural companion to a Fashion Week that celebrated both heritage and innovation.
This wasn’t a marketing campaign. It was a cultural moment. PURA didn’t sponsor Fashion Week — but it lived it, breathed it, and refreshed it — pulsing through the rhythms of the runway, the after-hours collaborations, and the morning-after grind.
