We recently conducted a Q&A with Brand Manager for Pure Lime, Jesper Dyrmose, to find out more about the brand and their motivations for attending the International Running Expo (IRX).
What is your mission?
We have a clear mission: to inspire all women to lead active, healthy lives — and to feel confident and comfortable while doing it.
What is the history of Pure Lime?
The company was established in 1995 in Copenhagen and is 100% Danish owned. We have been dedicated to designing high-quality sportswear since.
What sets Pure Lime apart from other activewear brands and what are you most known for?
We are focused on producing leisure wear that is functional and feminine. We believe that movement is for everyone, and that every woman deserves sportswear that fits her body, her lifestyle, and her goals. Whether you’re working out, going for a walk, or simply enjoying a moment of movement, Pure Lime is designed to support you — literally and emotionally.
We’re especially known for our high-performance sports bras, which have been a core part of our identity for years. With a size range from 60A to 100J, we’re proud to offer one of the broadest selections on the market, because we know that support shouldn’t stop at a certain size. We design for real bodies, real women, and real movement.
At Pure Lime, we believe that feeling good in your body starts with how you treat it — and what you wear while moving it. We’re here to make that experience just a little more empowering.
In developing your products, have you had any collaborations with known runners?
Yes, our Invisible Power collection was crafted in close collaboration with the Danish elite runner, Kristina Schou Madsen. Kristina has many running accolades to her name, including winning Jungle and Desert ultras, Completing the Bob Graham Round in sub19 hours and in 2020, achieving 1st and overall winner of the World Marathon Challenge, 7 marathons in 7 days on 7 continents.
What are Pure Lime’s sustainability credentials?
We have a commitment to quality materials and sustainability. We’re always striving to design timeless, minimalist products that are easy to style – and made to be enjoyed for years to come. Our Invisible Power collection is all designed with a focus on recycled materials, breathability, and high functionality.
You are exhibiting at the International Running Show (IRX), what are you looking forward to?
We’re excited to be attending The International Running Expo, where we look forward to connecting with like-minded professionals across the activewear and running industry.
Is your presence at IRX part of a wider business strategy?
Yes, our participation in The International Running Expo marks an exciting step forward in our journey to expand Pure Lime’s brand presence across Europe.
We’re especially interested in expanding into new European markets and are actively looking for distribution partners who believe in quality, inclusivity, and long-term relationships.
We believe great things happen when brands and partners come together with a shared vision. We can’t wait to see what kind of connections and conversations IRX will spark.
While we’ve long been known and loved in our home-country Denmark, we believe that women everywhere deserve access to activewear that fits, supports, and inspires. By joining this expo, we aim to introduce Pure Lime to a wider audience — from potential partners to new customers — and to share our passion for inclusive, high-quality sportswear.
Are you looking for specific connections at IRX to help you fulfil your ambitions?
We hope to meet potential distributors, retailers, and collaborators who share our passion for empowering women through movement. We see this as a valuable opportunity to exchange ideas, get inspired, and explore new possibilities for growth — together.
We see this event as more than just a meeting point — we see it as the beginning of new relationships, new opportunities, and hopefully, the start of a stronger footprint across key European markets. At Pure Lime, we’re ready to grow — and we’re looking forward to finding the right people to grow with.