The manufacturer of disinfectant products, Pure has launched PureCouture for sanitizing garments. PureCouture sanitizes the garments within fractions of minutes destroying 99.9% pathogens, bringing the consumer confidence back to the fashion retail shopping experience.

PüreCouture is also available for in-home use as an alternative to traditional dry cleaning. Using UV-C light, vibration, and gentle steam in place of chemical treatments, the product is an attractive option for the care and maintenance of clothing, textiles, and other garments. The process is safe for the color, brightness, and care of delicate materials including silk, cashmere, and wool. The process is complete in minutes, making PüreCouture ideal between customer fittings and keeps retail tags intact with the UV light process destroying pathogens. Customers also have a choice of fragrance to customize their wardrobe and retail sales experience, according to a press release by Püre.

“PüreCouture gives retailers a turn-key solution to ensure employee and customer safety while abiding by best practices for serving customers. We see this as a new product with immediate needs as well as a long-term alternative to dry cleaning and manual sterilization of merchandise,” Micaela Johnston, president, and CEO of Püre said.