Last week I visited Moscow to give some interviews to magazines. During my stay I discovered the word ‘Poshlost’ which is a complex Russian word best translated to mean false, tacky and pretentious all at the same time. Vladimir Nabokov – the famous Russian writer – made it more widely known in his book on Gogol. Poshlost, Nabokov explained, “is not only the obviously trashy but mainly the falsely important, the falsely beautiful, the falsely clever, the falsely attractive”.
Exactly what Puredistance is NOT and exactly what made me come up with the name of Puredistance in 2002. By creating an authentic brand with high quality, pure perfumes, understated elegant packaging and people that try their best to act simple, natural and honest, we keep the world of Poshlost at a distance: Puredistance.