Remember the last time we talked about Pur Premium Couture denim? Well since then the brand has catapulted in popularity. Owner Heather Yoon's ability to keep her ear to the ground regarding what's most important to a woman, fabric quality and fit, has led the brand to become a celebrity favorite. Worn by the likes of Ellen Pompeo, Selena Gomez, Kim Kardashian and Kristin Cavallari the brand has been seen in a ton of celeb rags; OK, US Weekly, In Touch and People to name a few, not to mention the influential apparel trade magazine Women's Wear Daily.
Pur Premium is a brand for women by a woman which leads to a very keen understanding of what women want. There are two basic fits, The Bardot for curvy women and The Scarlett for the less curvy, with both fits offered in various silhouettes. Watch Yoon's interview with the E Daily 10 as she describes the mechanics of the fit. Although Pur Premium focuses on the ladies, boys don't feel left out. A men's line will be launching in the near future.
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