About Us

Pure Carbon: Fashion with a Purpose

At Pure Carbon, we are a movement with an apparel brand; we are a movement dedicated to transforming lives through fashion. Our commitment to ethical sourcing and sustainable materials is matched only by our passionate advocacy for mental health. We strive to redefine the industry by intertwining style with deep social responsibility.

Our Vision: To emerge as a trailblazer in the apparel industry, celebrated not just for our stylish, sustainable products, but for our relentless dedication to mental health advocacy. We envision a world where each purchase empowers a community that champions mental well-being, enabling individuals to thrive after their darkest moments.

Our Mission: To uplift and empower through fashion by crafting high-quality, sustainable apparel that directs 10% of sales to suicide prevention and mental health resources for youth and adults alike. Our aim is to elevate awareness, nurture support, and inspire hope while driving substantial positive change in the world.

Every day, 10 Australians tragically lose their lives to suicide, reminding us that we must act now! Through our innovative, ethical, and sustainable apparel, we are committed to raising awareness and funding for suicide prevention.

Jo's Story:
Jo's personal journey with mental health challenges became the catalyst for founding Pure Carbon. Driven by her desire to give back, she combines her experiences with her expertise as a meditation facilitator and inner child therapist, coupled with her background in Applied Science. Jo's approach to mental health exemplifies resilience and the transformative power of purpose.

Late in 2020, she launched Heart Hour, a community radio show created to address the mental health repercussions of prolonged lockdowns in Melbourne. Set to evolve into a podcast in 2025, Heart Hour will feature insightful interviews with mental health leaders and provide essential tools for healing and support.

Jo firmly believes that even in our darkest hours, we possess immeasurable worth. Together, we can cultivate a heart-centred world, reminding those in despair that they matter, and illuminating the path to their inner strength.

Pure Carbon Philosophy:
Pure Carbon embodies the duality of diamonds and graphite. Just as graphite serves as a cherished tool for creativity, we recognise that everyone holds intrinsic value, even in their darkest hour. Likewise, the captivating beauty of a diamond is born from pressure, in the dark and can only be discovered after such trying times. We are dedicated to being a beacon of hope and a catalyst for change, advocating for essential mental health resources.

Our logo:
A top-view of a faceted diamond, an octahedron—symbolises the element of Air (mind) and the Heart Chakra, the seat of love and compassion. By mastering our minds and embracing our hearts, we believe we can conquer any obstacle and inspire others to do the same.