Who we are

Pure Lime was established in 1995 and is 100% Danish owned. For more than 25 years our
great passion has been sports and sports underwear. We strive to develop and produce best-in class sports underwear. We value quality and comfort high and are constantly trying to improve all aspects of our products.

Over the years, our sports underwear has gained great recognition. Among other things,
we are proud suppliers to the German police, who are active users of our collections. The comfortable sports bras in our collection are also recommended by Danish hospitals specializing in breast surgery.


Our quality sports underwear fits both the professional athlete and the everyday exerciser. Our sports underwear is smart, practical and comfortable to wear regardless of body type and age.

We have a strong focus on comfortable sports underwear, ensuring a good fit, optimal mobility and moisture regulation. At Pure Lime, we are proud to work with the two athletes Kristina Schou Madsen and Louise Høeberg as our ambassadors.

optimal workout experience

Pure Lime sports underwear helps you to achieve the optimal workout experience. In addition to our high-quality standards, our new collections are GRS certified. GRS is the Global Recycle Standard which is an international certification standard for recycled products. The GRS label is the consumer's guarantee that clothes are made with the greatest care for the environment as well as the workers producing the products. At least 50% of the fibers used are produced with recycled material.

Explore our collections and get inspired.