What Is Sizing Like at Pure Collection? An Honest Stylist's Fit Guide

By Ella Blake – Senior Fashion Stylist & Founder | Tellar — Always honest, unbiased, & unsponsored post

Pure Collection sizing is broadly true to size, but it genuinely depends on the garment — and that catches a lot of people out. Their famous cashmere knitwear is cut to skim the body with a bit of ease (some styles are deliberately oversized), so it often feels generous, while the tailored side of the range — blazers, pencil skirts, silk shirts and their trousers and jeans — runs noticeably narrower and tends to feel snug at the waist. In other words, a 12 in a slouchy cashmere jumper and a 12 in a fitted dress can feel like two completely different sizes. So before you order, it pays to know which Pure you're actually buying.

I've styled clients in Pure Collection for years, and it's one of those British brands I quietly rate. Founded in 2002, it's grown into one of the largest online cashmere specialists in the world, and it was the first brand to achieve 100% sustainable cashmere production from its Mongolian herds. The quality is the real deal — I still have a navy crew-neck of theirs going strong after six winters. But "great quality" and "easy to size" aren't the same thing, so let's get into the fit.

The cashmere: their hero product, and how it fits

Pure Collection lives and dies by its 100% Mongolian cashmere, and it's worth the fuss. Look out for their gassato cashmere too — a lighter, looser-weave version that's perfect for layering and milder weather. On fit:

Crew necks and round necks tend to run true-to-size with a relaxed, body-skimming cut.
Oversized and funnel-neck styles are designed to be roomy — if you want a slim look, size down rather than your usual.
Slim-fit knits (yes, they label some as slim) are cut narrow through the arms — I've had clients find the upper arm and sleeve a touch tight, so size up if you're broader on top.

My honest tip: cashmere relaxes and softens with wear, so resist the urge to buy a size up "just to be cosy". You'll end up with a lovely jumper that grows into a tunic by February.

Tailoring, trousers and jeans: where it tightens up

Here's where Pure surprises people. The structured pieces are cut for a sharper silhouette:

Blazers and coats are true on the bust but can be snug across broader shoulders — measure shoulder width as well as chest.
Pencil skirts and silk shirts run narrower than the knitwear, so don't assume your jumper size transfers.
Trousers and jeans often run slightly small at the waist. If you have a curvier waist-to-hip ratio, size up or pick a high-waisted style with a bit of stretch.

One thing to flag honestly: Pure don't currently do a petite range, and I've heard the same note from clients for years — if you're 5'3" and under, sleeves and body length can run long. Worth factoring in before you fall for a coat.

A real fit win (and a small fail)

The win: I once styled a client for her daughter's winter wedding and put her in a Pure Collection cashmere wrap-front top in oatmeal with wide-leg trousers. We bought her true size in the top and went up one in the trousers because of the snug waist — she looked elegant, felt comfortable all day, and still wears both. Textbook.

The fail (mine, naturally): early on I ordered myself one of their slim-fit roll-necks in my usual 10 without checking the fit identifier. The body was gorgeous but the arms were like sausage casings. Lesson learned — on Pure, you always read the fit label before you click buy.

How to nail your Pure Collection size

Check the Fit Identifier on every product page — it'll say Oversized, Regular or Slim. This is the single most useful thing on the site.
Read the Fit Notes in the description, where they flag if something runs small, large or true.
Buy by your body measurements rather than your "usual size", especially for anything fitted.
Returns are free within 90 days, so if you're between sizes it's worth ordering two — just don't tell my accountant.

Where else to shop for quality knitwear and classics

If you love the Pure look but want to compare, here are my honest high-street picks — chosen specifically for soft knits, quality fabrics and grown-up tailoring rather than just being on a list:

Marks & Spencer — the best-value cashmere on the high street, full stop. A brilliant entry point.
The White Company — elevated, luxe-feeling knits and beautiful neutrals that sit close to Pure in spirit.
Hush — relaxed, lived-in knitwear and easy everyday layers with a softer price tag.
Mint Velvet — slouchy, tactile luxe knits with a slightly more fashion-forward edge.
Boden — colourful, well-made classics; the closest in DNA to Pure's "modern heritage" feel, just a touch more generous in cut.
Jigsaw — refined, grown-up knitwear and lovely fabrics for the woman who's done with fast fashion.
COS — architectural, minimalist knits if you want something a bit more directional.
Massimo Dutti — premium-feeling tailoring and knitwear that punches well above its price.

Premium step-up: Me&Em for elevated, clever wardrobe staples cut to flatter, and Reiss for polished tailoring and sharp knits when you want more structure.

Luxury & designer: Max Mara is the gold standard for camel coats and investment knitwear, while Loro Piana and Brunello Cucinelli are where you go if cashmere is a genuine love affair and budget is no object.

Two independent gems worth knowing

Navygrey — a small, independent British label doing one thing brilliantly: timeless cashmere roll-necks and crews in a tightly edited palette. Quietly excellent.
Jumper 1234 — an independent British cashmere brand with a playful streak, known for star motifs and contrast trims that make a classic jumper feel fun again.

Stop guessing your size — let Tellar do it

Tellar is the UK's leading sizing tool — we match your body exactly to 1,500+ brands instantly, including Pure Collection, so you never have to squint at a size guide again. Measure once using your bust, waist and hip (or just your size in a brand you already know), and we do the conversion for you.

Use the Store Size Lookup to get your precise size in any brand — COS, Reiss, Everlane, Arket and more: https://tellar.co.uk/store-size-lookup/
Always free, no downloads, works straight in your browser: https://tellar.co.uk/
And explore the Tellar Fashion Hub — a library of free, honest, unbiased posts from our stylists covering style advice, top picks and the best brands.