We are thrilled to announce the launch of PurerHome, our new brand on a mission to be the catalyst for regenerative change across the homeware industry. The first step in the launch is a collection of tableware and kitchen textiles in partnership with the Eden Project, created to align with its charitable mission to inspire positive action for the planet.
The Collaboration
Together, PurerHome and the Eden Project want consumers to gain a deeper understanding of the world and how together, as a society, our actions can make a positive difference.
We want to inspire consumers to buy better products, designed to last longer.
Striving to spark change across the housewares industry, and beyond, a percentage of every sale of a PurerHome X Eden Project product will support the Eden Project and its charitable initiatives, from habitat regeneration across the UK to social prescribing and connecting people with nature.
Introducing the Digital Product Passport
We are thrilled to share that each item in the PurerHome x Eden Project collection will be accompanied by its very own Digital Product Passport (DPP) which documents every step of its supply chain journey. Working with industry-leading partners Fabacus and Dayrize, the new DPPs have collated a whole world of product information that can be accessed via the QR code on the 100% recyclable packaging.
We have been on a journey with our long-standing suppliers, exploring every step that goes into making these products, with a view to deepening the connection between consumers and the items they choose, allowing them to better understand the impact of each product’s journey, whilst also increasing transparency.
The PurerHome x Eden Project collection
Inspired by the Mediterranean Biome at Eden Project, the PurerHome X Eden Project collection offers a new range of tableware and kitchen textiles reminiscent of summers on the continent. A feast for the senses, the collection celebrates all that the natural world has to offer, reconnecting people with nature and each other. A love letter to the Mediterranean’s crops and cultivation, the collection shines a spotlight on the sights, colours and scents making the Biome’s beautiful produce the hero of the story.
Hand-drawn illustrations of the tomato vines, gnarled olive branches and vibrant chilli peppers grown in the Biome itself all come together to create a sophisticated yet playful look for the home, harbouring a true sense of nature and creating connection around the table, not only with each other, but with the natural world.
“Working on our new brand PurerHome has been an exciting development in our sustainability journey and our commitment as a business to use our work as a force for good. Our launch collaboration with the Eden Project is the exciting first step to help us create a conscious collection that builds relationships between people and the natural world and helps us to consider the environmental impact of our purchasing decisions."
Lucie Taff, Head of Brands & Marketing.
The Collection
Every item in the collection brings a grounding touch of earthy colour and an organic feeling of nature into the home. Expertly designed in the UK, the brand-new dinnerware collection is crafted from a long-lasting, durable, natural stoneware, made up of 40% recycled ceramic material.
Each piece has been individually hand glazed, on dinnerware shapes that have been designed and developed by hand, inspired by organic forms with a subtle texture that evokes a sense of being close to the natural world. The 40% recycled ceramic dinnerware, serveware and mugs are certified by the Global Recycled Standard (GRS).
The kitchen textiles, comprising of napkins, tea towels, aprons and oven gloves, feature hand-painted crops and embroidered detailing in an earthy colour palette, all digitally printed and containing recycled cotton.
Made to last for years to come, the quality craftsmanship and timeless designs within the PurerHome x Eden Project collection will allow consumers to buy better products, designed to last longer.
We couldn't be more excited about the launch of PurerHome and the partnership with Eden Project. If you get your hands on any of the gorgeous product make sure to tag us in your photos over on Instagram, @pure_tabletop 🌟
