As we head towards the end of the year, in advance of the festive season, it is probably one of our busiest times. This month, we wanted to share a little more inspiration with you by shining the spotlight onto one of our newest fabric house partners, The Pure Edit.
We started working with The Pure Edit in spring 2024, although their sister brand, Warner-House was not new to us. The Pure Edit was set up in 2022 by Steve Forder, who has had a pretty impressive career within the textile industry. Now General Manager for The Pure Edit, Steve brings a wealth of experience with him, spanning over three decades, as an expert buyer and seller of high-end textiles. He previously held senior roles at Clarke & Clarke, Ashley Wilde Group and Leon Brunswick International. At the time of setting up The Pure Edit, Steve was quoted in Cheshire Life magazine as saying:
“I worked in high-end fabrics and wallcoverings my entire working life. I have calculated that in the last 15 years of my employment, I sold over 40m metres of fabric into the UK trade. As time went on, I could see there was huge consumption but no real care for sustainability. It seems right, at this point, to give back a little.”
There is no doubt when you compare many fabric house websites, the focus on sustainability from The Pure Edit jumps out. It feels very timely and relevant because in observing the consumer Mintel trends as we head into 2025, we see this focus is an important one for our customers. Understanding how a brand brings environmental awareness and focus into its business is important and will form a key part of our buyer decision-making process. While we all recognise that an environmental focus and awareness are important, they can be difficult to implement and can create challenges elsewhere in the business.
The Pure Edit offers a complete range of home furnishing solutions with the environment at the heart, including paints, furniture, wallpaper, curtains, blinds and fabrics. The entire range is created as sustainably as possible, with long-lasting designs that you can easily visualise into your home that won’t date.
Our Head Designer, Sarah has been impressed with The Pure Edit’s broad collection of fabrics. A recent customer was very happy to buy Pure Edit fabric for her curtains as it was so sustainable, and the design was perfect for blending the window dressing for her large French doors with her lovely garden. Here is what Sarah had to say about The Pure Edit:
“Pure Edit fabric makes up beautifully, giving a finished product the looks considerably higher end than the price point would suggest”.
The brand focus
A sustainable approach is considered at every stage of The Pure Edit interior’s production process from recycled packaging, using natural materials, carefully selecting local suppliers through to only printing what they need. Click HERE to read a little more about their approach. Key areas of focus for the brand include:
Sustainability: The Pure Edit is committed to sustainability and uses sustainable materials and components in their products. They work with suppliers to ensure they meet high standards of environmental and social practices. The Pure Edit’s sustainability goals include becoming carbon neutral by 2030 and registering as a B Corp-certified business. It is good also to note that there are sustainable options now available for the linings, which can make the whole window dressing good for the environment.
Local production. The Pure Edit produces its products locally whenever possible.
Natural and recycled materials. Pure Edit uses natural and recycled materials in its products, including better cotton, natural hemp, and linens.
Colour palette. The Pure Edit’s colour palette is inspired by nature and includes shades like sleek silvers, charcoals, tranquil blues, and soft cream neutrals.
Dopamine Menu. The Pure Edit’s Dopamine Menu is designed to create spaces that feel good, with calming, natural tones and sustainable designs.
In summary
If you are looking for inspiration for your next window dressing project, please keep an eye out, as there are some exciting new fabric trends on the horizon for 2025 from all fabric houses, not just The Pure Edit. We plan to curate and share some of the best trends early in the new year. Click HERE to see our current autumn/ winter inspiration board. Of course, we are always on hand to help guide you through the process for your next window dressing project, please get in touch to arrange your FREE design consultation.
