Check this out, Purest Cut, a new online boutique stocking avante-garde Australian mens and womens independent fashion, is officially up and running! Collaborating with high profile Independent designers Alpha60, LIFEwithBIRD, Material Boy, Mjolk and Schwipe to showcase cutting edge Australian design and style. It's about freaking time.<-xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office"/->

Sales Manager of Purest Cut, and suspiciously devoid of a last name, Russell gave us the low down. 'Customers have become more educated and are shifting away from mass marketed and mainstream clothing - the edge is the new centre. Just take a look at the increase of public interest in independent culture and the mounting media attention of Australian independent designers at fashion showcases such as Australian Fashion Week and international exhibitions like Rendez-vous in <-xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags"/->Paris.' Combine this with the exponential growth in the instant-access online culture, and the demand for Australian independent fashion has sky-rocketed.

The lifestyle and cultural centres of Australia have produced independent fashion designers with a highly unique sense of style that has created strong demand in Europe, the US and Asia. Purest Cut now offers those located anywhere on the planet an opportunity to experience the cutting edge of Australian style on the Internet.

An independent venture, Purest Cut is committed to providing local knowledge, customer satisfaction and the most exclusive Australian independent fashion to the world. The company represents unique and cutting edge style that is influenced by the Australian culture.

For further information about Purest Cut, please visit www.purestcut.com.au.