Purest Cut


Showcasing Australia's acclaimed independent designs for fashionistas across the globe, Purest Cut is an online boutique featuring labels including Alpha60, LIFEwithBIRD, Material Boy, Mjölk and Schwipe. Freeing cutting edge fashion from the racks of chic boutiques and casting designers into the global online fashion market, Purest Cut has detected a market shift in recent times and believes "the edge is the new centre." We agree and edgy is what Australian designers do best. Does that mean Australian independent fashion could become the new center?