good karma apparel

pure by luce is a travel-inspired, good karma apparel line for the conscious, positive and sophisticated woman.


We've got a crush on the world. We're on a never-ending quest to make a change in the fashion industry. We produce locally but get our inspirations from all over the world.  Our designs are simple so our prints stand out. Our first collection is inspired on exotic and alluring Mexico.


We test our limits and offer an activewear line that is made for that purpose exactly. Be part of our community that loves the world and explore it in every conscious way possible. Soon, an online platform with practical tips on conscious travel in our guest country will be launched.