PUR Wheels – Breaking Boundaries

When PUR Wheels decided they wanted to launch their 2012 collection, they aimed to reinvent the wheel – both literally and figuratively. The minds at PUR aren’t afraid to push boundaries when they approach their designs. You may have remember their teasers of rose gold wheels, the inspiration for which came from a high-end watch.

The official launch of the line required something special. The team at PUR decided to combine two critical elements in their design process – music and fashion – to fully represent their message in this launch.

We think the final product speaks for itself:

Check out a few more shots from behind the scenes of this project. We hope to see more like this from PUR in the future!

All of these makeup products remind us of the assortment of chemicals and cleaning products we use to detail our cars before a shoot.

PUR’s designer’s favorite instrument growing up was the piano, which of course they had to incorporate.

Your move, wheel industry.