Pura Beverages bring the fizz to Jozi’s street culture

In Johannesburg, where pavements double as catwalks and creativity oozes from every corner, street culture isn’t just a vibe, it’s a lifestyle. It’s bold. It’s expressive. And let’s be honest, no one does it quite like Jozi.

Enter PURA Beverages. Born right here in Mzansi but making global moves, PURA is the ultimate plus-one for anyone looking to live a little better, whether that’s through what you wear, how you move, or what you sip.

So when SA Fashion Week rolled into town, you better believe PURA didn’t just show up — they showed out.

From hydrating models backstage to making cameos in front-row flat-lays and strutting the streets with Shelf Life Run Crew, led by street-style aficionado Tokyo Black, PURA proved it’s not just a drink – it’s a lifestyle accessory.

“Fashion isn’t just what you wear — it’s how you move, how you fuel, how you present yourself. Jozi’s got that loud, proud energy, and PURA matches it beat for beat. It’s clean, bold and unapologetically true to self. No gimmicks. Just real flavour and good vibes,” Tokyo Black, street culture curator and fashion insider.

It also taps into a bigger shift in what young tastemakers want: a beverage that fits their lives, not the other way around. With the rise of the sober-curious movement, low-calorie alternatives and Gen Z’s rethink of what an ‘adult drink’ looks like, PURA Beverages hits the sweet spot — minus the sugar. Here’s why:

1. Nothing artificial, nothing to hide
With no nasty additives and zero sugar overload, PURA was the ultimate backstage essential. Think crisp refreshment without the crash – ideal for creatives who need to keep the energy flowing (and the skin glowing).

2. Fizz with finesse
Forget over-sweetened fizzy drinks. PURA brings just the right amount of sparkle with elevated flavours like Seville Orange and Pomegranate. It’s the low-key sip that fits perfectly between outfit changes, photo ops, and spontaneous street-style snaps.

3. Low sugar, high style
These days, your drink needs to do more than taste good, it needs to look good and feel good. PURA nails it on all fronts, keeping your energy intact and your style radar high. Bonus: it’s skincare-friendly. Glowing from the inside out? Tick.

4. Aesthetic, always
Let’s not pretend packaging doesn’t matter. With its sleek, minimalist can design, PURA is effortlessly cool. Whether nestled next to your latest designer bag or centre stage in a curated flat-lay, it’s refreshment that gets the assignment.

5. Proudly local, globally relevant
Made in SA but with international swagger, PURA straddles local pride and worldwide wellness trends. It’s the kind of homegrown brand that’s just as at home in a Soweto sneaker drop as it is on a New York rooftop.