Behind the scenes

As a solution to cities like Paris’ response to reducing traffic and moving towards more sustainable methods of transport, e-scooters represent the most convenient and efficient way of travelling by electric. Stella McCartney recognises this shift and aligns with Pure’s shared value of bettering the health of people and planet.

Many consider fashion a study of form over function - at loggerheads with technology and innovation. Yet McCartney shows the two values can be more closely aligned. All we must do is look at our world through a different lens.