the Pure Standard Story.

You're not in Kansas anymore....oh wait, we are.  Smack dab in the middle of the greatest country on earth.  Our slice of heaven.  We are a family full of passion fueled by a wild + free spirit on a mission to live our best version of the American dream.

We've always had a love for cool apparel but we wanted to unearth something that was more than cool.  Something with a purpose.  Something that we believed in that also represented our love for America, Jesus, camping, boating, tattoos, and becoming our most authentic selves.

One text message to our college kid turned into a brainstorming fiesta.  Texts, calls, sketches, research, prayers, cold beers, and more prayers paved the way to purchasing our very first piece of equipment.  Like many other underdog stories, we started making cool shit in our basement.

Sure, you could call us a lifestyle brand but we want to be YOUR lifestyle brand.  Wearing our shirts means that you believe in being your best PURE self and creating your own STANDARD.  Our mission is simple.  We are committed to growing, changing, and destroying any obstacle in the way preventing us from living the life we were made for. And we are right here cheering you on.

Take the risk.

Go after your dream.

Show up in the room even if you think you don't belong.

Leave your mark.

We're constantly creating, dreaming, and designing new merchandise that not only fits the lifestyle we are committed to, but offering gear that inspires you.

Whether you're an artist, cowboy, boss, hippie, musician, teacher, preacher, or anything else you may be...

Welcome to the family.  Our family.  The Pure Standard family.

Kale, Lissa, Preston, and Kullyn