Yo, fam! I'm Alli, Philly born and raised, mom of 3, and the creator behind Pure Shade Co.
Around here, we don't just throw shade - we wear it.

Pure Shade Co is my love letter to cool moms, rad dads, stylish kids, dope grandparents, basically anyone with a sense of style AND an even better sense of humor. Life's too short for boring accessories! And these hats?

They're anything but boring.

This whole thing started because I wanted hats that actually FIT - not just my head, but my vibe.

Whether I'm homeschooling my 3 wild ones, chillin' by the pool with a margarita in hand, hitting the beach, or just trying to survive a grocery run without losing a kid or my sanity – I want to look cool and laugh while doing it.
So I made hats that say what we're all thinking.
Spicy, sassy, punny and unapologetically fun.

Because let's be real, sometimes a hat isn't just a hat:

It's a whole mood.

So go ahead, throw on some shade, and Açaí you later, hater!