Johannesburg – In a city where creativity flows from sidewalks to runways, Johannesburg's street culture is not just an atmosphere, it's a way of life. Where Mzansi moves, the expression of style inevitably continues.
Deep into this energy, Pura Beverage Company, a world-renowned brand that proudly redefines refreshment in South Africa.
More than just soda, Pra defends lifestyle, celebrates personality and lives a little better in her own way.
This past weekend, Pura made the mark at SA Fashion Week.
From front row designer hands led by style icons Tokyo Black and Shelf Francrew to backstage creatives and street runners, Pra has become more than a drink. It became an important part of the Joji's appearance.
“For us, fashion isn't just about what you wear. It's how you move, how you fuel it, how it shows up. Street culture is that you're a non-apology.”
“And they don't sound as loud or proud as Jozi. Pura hits the same notes. They're clean, bold, and loyal to their self.
“It slips into the look as if it was always there. There's no sugar rush or gimmicks. A real refresh for a better life.” s
As the city thrives with fashion drops, street link-ups and cultural mashups, Pra made it all go. It reflects Joji's personality, grit and global flavour.
Made with natural ingredients and hidden nasty things, plastic was a clean and conscious choice that kept stylists, models and creators refreshed and vibrant throughout the weekend.
The subtle aromas and vibrant flavors like seville orange and pomegranate provided the perfect reset.
In a world where every detail is important, from sneakers to skincare, plastic minimalists, fashion forwards, can seamlessly fit into the style scene, whether snapped along a Balenciaga bag or included in the flatlay haul.
Rooted in South Africa, but resonating with a global wellness culture, Pula was a natural companion in Fashion Week, celebrating both heritage and innovation.
This was not a marketing campaign. It was a cultural moment. Pura was not a sponsor of Fashion Week, but she lived, breathed and refreshed it. We went through the runway, collaborations outside of business hours, and the rhythm of morning grinds.
